Does Native Advertising Really Work-A Review of Factors Affecting Native Advertising Effectiveness
Native advertising,as the new darling of brand marketing communication in the digital age,is widely used in major new media platforms,driving in-depth discussion and research on native advertising.However,the existing research on native advertising has problems such as inconsistent concepts,scattered research systems,and inconsistent conclusions on ad-vertising effectiveness,which hinder the further development of native advertising research.Combined with the literature re-search methods,and based on the"5W model"of the communication process,this paper clarifies the concept and types of native advertising,summarizes and analyzes the influencing factors of native advertising effectiveness in existing research,out-lines the existing research outline,and discusses future research directions,in order to provide a foundation and ideas for fu-ture theoretical research and corporate practice in this field.
NETL
NSTL
万方数据
