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Abstract

Date:             2018–06–05

Level:           Master Thesis in Business Administration, EFO704, 15 ECTS

Institution:   School of Business, Society and Engineering, Mälardalen University

Authors:       Alexander Daublebsky von Sterneck       19^th  July       1991 Sebastian Grip                                          22^nd  April     1992

Title:             The Effect of Native Advertising on Loyalty Toward Online Publishers

Tutor:           Ulf R. Andersson

Keywords:   “Native advertising”, “newspaper publisher”, “native advertising deceptiveness”, “attitudes”, “trust” and “loyalty”.

Research

question:      How does native advertising affect readers’ loyalty toward online                          newspaper publishers?

Purpose:       The purpose of this study is to create an understanding of how native advertising can affect readers’ loyalty toward an online newspaper publisher or its products and services. It aims to gain an understanding of whether this form of advertising is perceived as a deceptive and, therefore, damaging factor to the relationship between readers and a publisher. Trust between the two parties and attitudes toward the publisher could possibly be influenced by this type of advertising and this study will find out if this is the case or not.

Method:       This study used a quantitative approach for the gathering and analysis of its data.                      A questionnaire was developed to measure attitudes, trust and loyalty toward           online newspaper publishers. 151 respondents participated in the survey.

SPSS, a program for statistical analysis, was utilised to perform numerous            multiple linear regression analyses.

Conclusion:  Native advertising does not have any significant impact on readers’ loyalty toward                       online newspaper publishers, according to this study. Meaning, if publishers are   transparent and clear about native advertising on their platforms, it should not          affect consumers’ loyalty toward them.