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Att vara eller inte vara native

Truvé, Emma LU ; Edenborg, Isabelle LU and Frick, Anna LU (2019) FEKH29 20182
Department of Business Administration
Abstract
Title: To Be or Not To Be Native - a Quantitative Study of Native Advertising on Instagram, and Its Effect on Consumer Behavior and Attitude.
Seminar date: 2019-01-17
Course name: FEKH29, Degree project in Marketing Undergraduate Level, 15 University Credits.
Authors: Isabelle Edenborg, Anna Frick, Emma Truvé
Advisor: Oskar Christensson
Key Words: Persuasion Knowledge Model, Marketing, Native Advertising, Social Media, Instagram, Influencer Marketing, Millennials, Consumer Behavior, Change-of-Meaning-principle
Purpose: The purpose is to examine millennials’ understanding of different forms of Native Advertising amongst millennials on Instagram, and its effect on consumer behavior and attitudes.
Methodology: This paper is based on a... (More)
Title: To Be or Not To Be Native - a Quantitative Study of Native Advertising on Instagram, and Its Effect on Consumer Behavior and Attitude.
Seminar date: 2019-01-17
Course name: FEKH29, Degree project in Marketing Undergraduate Level, 15 University Credits.
Authors: Isabelle Edenborg, Anna Frick, Emma Truvé
Advisor: Oskar Christensson
Key Words: Persuasion Knowledge Model, Marketing, Native Advertising, Social Media, Instagram, Influencer Marketing, Millennials, Consumer Behavior, Change-of-Meaning-principle
Purpose: The purpose is to examine millennials’ understanding of different forms of Native Advertising amongst millennials on Instagram, and its effect on consumer behavior and attitudes.
Methodology: This paper is based on a quantitative research method, as primary data was collected and statistically analyzed through a digitally distributed experimental survey. Thus, the study was a combination of a cross-sectional and experimental design. Furthermore, a deductive research effort was adopted along with a positivistic approach.
Theoretical perspective: Persuasion Knowledge Model (Friestad & Wright, 1994) was the theoretical perspective of this study.
Hypotheses: There is a positive relationship between Instagram user frequency and the ability to recognize a post containing an ad (H1); Company sponsored posts entail a higher level of persuasion knowledge compared to an ad posted via Influencers (H2); Individuals who are exposed to a company sponsored post will possess a) a lower intention to engage in online behavior, b) a lower trustworthiness and c) more negative attitudes towards the advertiser, in comparison to an ad posted by an influencer (H3); Individuals who are exposed to a company sponsored post will possess a relatively lower level of purchase intention in comparison to individuals who have been exposed to an ad posted by an Influencer (H4).
Empirical Foundation: A total number of 208 survey responses were collected and validated for the purpose of the study. These respondents were randomly assigned and exposed to one out of two stimulus, which presented two types of native ads on Instagram. After exposure, each respondent indicated through various 7-point scale items to what extent they activated their persuasion knowledge, and other consumer behavioral and attitudinal effects this may have had on them.
Result and Conclusion: The statistical analysis accepted all hypotheses. We can thereby confirm the statistical differences between different kinds of native ads on Instagram, where company sponsored posts entail a higher level of persuasion knowledge in comparison to an ad posted by an influencer. The theoretical change-of-meaning-principle have also been confirmed, as the difference in persuasion knowledge have also indicated negative consequences on purchase intention, attitude and trustworthiness towards the company, as well as intention to engage in online behavior. (Less)
Abstract (Swedish)
Examensarbetets titel: Att vara eller inte vara native - en kvantitativ studie om native advertising på Instagram, och dess inverkan på konsumentattityd och beteende.
Seminariedatum: 2019-01-17
Kursnamn: FEKH29 - Examensarbete i Marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Isabelle Edenborg, Anna Frick, Emma Truvé
Handledare: Oskar Christensson
Nyckelord: Persuasion Knowledge Model, marknadsföring, native advertising, sociala medier, Instagram, influencer marketing, millennials, konsumentbeteende, change-of-meaning-principen
Syfte: Studiens syfte är att undersöka millennials förståelse för olika former av native advertising på Instagram, och dess inverkan på konsumentbeteende och attityder.
Metod: Studien baseras på... (More)
Examensarbetets titel: Att vara eller inte vara native - en kvantitativ studie om native advertising på Instagram, och dess inverkan på konsumentattityd och beteende.
Seminariedatum: 2019-01-17
Kursnamn: FEKH29 - Examensarbete i Marknadsföring på kandidatnivå, 15 högskolepoäng
Författare: Isabelle Edenborg, Anna Frick, Emma Truvé
Handledare: Oskar Christensson
Nyckelord: Persuasion Knowledge Model, marknadsföring, native advertising, sociala medier, Instagram, influencer marketing, millennials, konsumentbeteende, change-of-meaning-principen
Syfte: Studiens syfte är att undersöka millennials förståelse för olika former av native advertising på Instagram, och dess inverkan på konsumentbeteende och attityder.
Metod: Studien baseras på en kvantitativ forskningsmetod, då syftet har besvarats med hjälp av primärdata insamlad genom en digitalt distribuerad experimentell enkätundersökning. Studiens utformning är således en kombination av tvärsnitts- och experimentell design. Vidare har studien antagit ett deduktivt angreppssätt med en positivistisk kunskapsteoretisk ståndpunkt.
Teoretisk referensram: Friestad & Wright’s (1994) Persuasion Knowledge Model har använts som teoretisk referensram.
Hypoteser: Det finns ett positivt samband mellan användningsfrekvens av Instagram och förmågan att identifiera inlägg som innehåller annonsering (H1), Sponsrade inlägg i flödet innebär en högre nivå av aktiverad persuasion knowledge i jämförelse med inlägg via influencers (H2); Individer som exponerats för ett sponsrat inlägg i flödet har a) en lägre intention att engagera sig online, b) lägre trovärdighet till, och c) mer negativa attityder till annonsören jämfört med individer som exponerats för ett inlägg av en influencer (H3); Individer som exponerats för ett sponsrat inlägg i flödet har lägre köpintention jämfört med individer som exponerats för ett inlägg av en influencer (H4).
Empirisk grund: 208 svar från enkätundersökningen har validerats och inkluderats i resultatet. Respondenterna har slumpmässigt exponerats för ett av två stimulin, vilka utgjorde två typer av native advertising på Instagram. Sedermera fick respondenterna besvara ett antal sju- gradiga skalor rörande deras aktivering av persuasion knowledge, samt andra beteende- och attitydmässiga effekter som detta gett upphov till med utgångspunkt i change-of-meaning-principen.
Resultat & Slutsats: Den statistiska analysen accepterade samtliga hypoteser. Därmed kan signifikanta skillnader mellan olika former av native advertising på Instagram bekräftas, där företagssponsrade inlägg i flödet ger upphov till en högre nivå av persuasion knowledge jämfört med Instagram-inlägg delade av en influencer. Vidare har change-of-meaning-principen bekräftats, då högre nivå av persuasion knowledge också medfört negativa konsekvenser på respondentens köpintention, attityd och tillförlitlighet gentemot företaget samt intentionen att engagera sig online. (Less)
Please use this url to cite or link to this publication:
author
Truvé, Emma LU ; Edenborg, Isabelle LU and Frick, Anna LU
supervisor
organization
course
FEKH29 20182
year
type
M2 - Bachelor Degree
subject
keywords
Persuasion Knowledge Model, marknadsföring, native advertising, sociala medier, Instagram, influencer marketing, millennials, konsumentbeteende, change-of-meaning-principen
language
Swedish
id
8971900
date added to LUP
2019-03-27 11:50:37
date last changed
2019-03-27 11:50:37
@misc{8971900,
  abstract     = {{Title: To Be or Not To Be Native - a Quantitative Study of Native Advertising on Instagram, and Its Effect on Consumer Behavior and Attitude.
Seminar date: 2019-01-17
Course name: FEKH29, Degree project in Marketing Undergraduate Level, 15 University Credits.
Authors: Isabelle Edenborg, Anna Frick, Emma Truvé
Advisor: Oskar Christensson
Key Words: Persuasion Knowledge Model, Marketing, Native Advertising, Social Media, Instagram, Influencer Marketing, Millennials, Consumer Behavior, Change-of-Meaning-principle
Purpose: The purpose is to examine millennials’ understanding of different forms of Native Advertising amongst millennials on Instagram, and its effect on consumer behavior and attitudes.
Methodology: This paper is based on a quantitative research method, as primary data was collected and statistically analyzed through a digitally distributed experimental survey. Thus, the study was a combination of a cross-sectional and experimental design. Furthermore, a deductive research effort was adopted along with a positivistic approach.
Theoretical perspective: Persuasion Knowledge Model (Friestad & Wright, 1994) was the theoretical perspective of this study.
Hypotheses: There is a positive relationship between Instagram user frequency and the ability to recognize a post containing an ad (H1); Company sponsored posts entail a higher level of persuasion knowledge compared to an ad posted via Influencers (H2); Individuals who are exposed to a company sponsored post will possess a) a lower intention to engage in online behavior, b) a lower trustworthiness and c) more negative attitudes towards the advertiser, in comparison to an ad posted by an influencer (H3); Individuals who are exposed to a company sponsored post will possess a relatively lower level of purchase intention in comparison to individuals who have been exposed to an ad posted by an Influencer (H4).
Empirical Foundation: A total number of 208 survey responses were collected and validated for the purpose of the study. These respondents were randomly assigned and exposed to one out of two stimulus, which presented two types of native ads on Instagram. After exposure, each respondent indicated through various 7-point scale items to what extent they activated their persuasion knowledge, and other consumer behavioral and attitudinal effects this may have had on them.
Result and Conclusion: The statistical analysis accepted all hypotheses. We can thereby confirm the statistical differences between different kinds of native ads on Instagram, where company sponsored posts entail a higher level of persuasion knowledge in comparison to an ad posted by an influencer. The theoretical change-of-meaning-principle have also been confirmed, as the difference in persuasion knowledge have also indicated negative consequences on purchase intention, attitude and trustworthiness towards the company, as well as intention to engage in online behavior.}},
  author       = {{Truvé, Emma and Edenborg, Isabelle and Frick, Anna}},
  language     = {{swe}},
  note         = {{Student Paper}},
  title        = {{Att vara eller inte vara native}},
  year         = {{2019}},
}