(A Research on the Investigation of Native Advertisements in terms of Marketing 4.0 and Its Effect on Brand Awareness)

Abstract

Purpose – The aim of this research is to determine whether native ads have an effect on brand awareness. Design/methodology/approach – Quantitative research methods were used in the research. The universe of the research has been determined as people who use the internet and encounter native advertising. The research was carried out with a total of 585 participants between 01/04/2020 and 04/05/2020. An electronic questionnaire was created for the data set. Analysis was carried out on IBM SPSS Statistics 25 program. Demographic findings were determined as a result of frequency analysis. Factor and reliability analysis were conducted for the variables of credibility, informativeness, irritation and entertainment, which are the factors affecting native advertisements, and the variables of recognition and recall, which are the components of brand awareness. Correlation analysis was applied to the independent variables of credibility, informativeness, irritation and entertainment. Multiple regression analysis was used to test whether credibility, informativeness, irritation and entertainment, which are the factors affecting native advertising, have an effect on recognition and recall, which are