Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.14365/1918
Title: Exploring native advertising in Turkey: insights from digital immigrants and digital natives
Authors: Misci Kip, Sema
Umul Unsal, Pinar
Keywords: Turkey
Digital natives
Digital immigrants
Native advertising
Persuasion Knowledge
Consumer Responses
Online
Format
Consequences
Credibility
Antecedents
Information
Disclosure
Attitudes
Publisher: Emerald Group Publishing Ltd
Abstract: Purpose This study aims to achieve broad insights into perceptions and attitudes of Turkish digital immigrants (DI) and digital natives (DN) toward native advertising (NA) format. Design/methodology/approach Based on extant review of literature, semi-structured interview questions helped to solicit subjective interpretations, perceptions and attitudes of Turkish consumers toward NA format. In-depth interviews with 36 participants were conducted. Findings The study gains new knowledge on issues related to NA format, such as self-determination of viewing, privacy and accuracy of information. Findings provide whys and wherefores for these undiscovered issues, as well as for preexisting themes such as format recall and recognition, disclosure, communication/marketing aims, attitudes toward NA format, brand and publisher, NA placement and nativity of the format. In terms of perceptions and attitudes of DIs and DNs, both similarities and differences exist. DNs consider viewing NA content under their own initiative, so their perceptions and attitudes toward NA are shaped accordingly. Originality/value This is the first known study to explore perceptions and attitudes of DIs and DNs toward NA format in the Turkish context. This study uncovers and discusses insights into underlying reasons of DI/DNs' perceptions and attitudes. The study extends prior findings of quantitative research on NA, offering fruitful insights for future research.
URI: https://doi.org/10.1108/QMR-01-2018-0016
https://hdl.handle.net/20.500.14365/1918
ISSN: 1352-2752
1758-7646
Appears in Collections:Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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