How product involvement and brand familiarity moderate the effects of advertising recognition on attitudes and behavioural intentions of online native advertising.
The aim of this study is to examine how product involvement and brand familiarity moderate the attitudes and behavioural intention in online native advertising.
The objectives of this study are:
o To conduct a critical literature review of literature on native advertising factors determinants.
o To investigate how product involvement and brand familiarity moderate the consumer elaboration process.
o To close the gap in order to develop the understanding of factors influencing consumer persuasion knowledge and consumers’ responses towards native advertising.
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1. Reference style: Please remove the page numbers in citation.
2. In claims such “previous researches”, “recent works”, “>>>>” DO NEED the citations as it’s a claim that those studies are as claimed. Please don’t give me the reason that it will increase the chance of false referencing as it doesn’t make sense. If you claim that “there are many studies that …..” I need the list of those studies that are like that as the citations at the end of sentence. Please note that “many” needs more than one or two citations.
For example: Several studies on online advertising have indicated that there is a decrease in the use of internet advertising (Chan Yun, 2009; Cho and Choen, 2004; Dreze and Hussherr, 2003).
According to the research objectives, the following research questions were developed:
• To what extent does product placement in images influence on advertising recognition?
• To what extent does product involvement moderate the effects of ad recognition on consumers’ attitudes and behavioural intentions?
• To what extent does brand familiarity moderate the effects of ad recognition on consumers’ attitudes and behavioural intentions?
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