University of Windsor Participants Native Advertising Disclosure Wording Data Analysis
The above reveals that the majority of the participants were aged 18 years followed by those with 19, 20, and those above 23. The least were those that chose not to reveal their age followed by those of 17 and below. Home Faculty of Participants Part of the demographic factors was the home faculty of the participants. 1 represents the faculty of Arts, Humanities, and Social Sciences, 2 represent the faculty of education while 3 represents the faculty of Engineering. 4 represent the faculty of Human kinetics while 5 stands for the faculty of Law. Other participants were taking media studies and other related courses as a means of sharpening their media studies skills which further enhances their participation in this study. Participation of Article in Selling a Product According to a majority of the participants, the article provided is trying to market to them products as revealed by the response on the question seeking to establish if the article is developed with intention of selling a product.
The bar graph below provides a summary of the responses obtained on this question. The question saw a large majority of the participants answer that they agreed followed by those that indicated that they strongly agreed. The least number of participants strongly disagreed with this question followed slightly with those that plainly disagree. Based on these results, it is evident that the majority of the participants agree that the article was intentionally trying to convince them of an ideology of an organization. Further following up on the same aspect, the respondents believed that the article was intentionally written to provide a positive outlook of the organization as revealed by the graph below: The graph reveals that majority of the respondents disagree that the article is intentionally written to be positive about an organization.
These are followed by those that agree following those that strongly agree and those that strongly disagree. Generally combining those that agree and those that strongly agree reveals that the respondents believe the article was intentionally written to be positive about the organization. The results further reveal that the participants believe that the intention of the article is to promote the ideology of the organization but the article was not solely written intentionally to be positive about the organization. They also avoid any content aimed at an advertising display by content developers. In response to this, content developers have now focused on building subtle ways of in which advertising material is reached to consumers. It is through this that native advertising has emerged.
Native advertising as discussed in the literature review has revealed that advertising content is presented in form of editorials in which articles rank among the best examples. Cool sell as Michael Serazio’s (2013) theory refers to it has provided a more polite yet convincing way of promoting products and influencing an audience towards an ideology (Wojdynski & Evans, 2014). The participants that had no idea of the ideology would learn of it and those that had contrary beliefs to would be influenced to change their thoughts. Those that had a similar or are in support of the organization's ideology would further gain affirmation of the same influencing its promotion. The article also identified that the articles did not only promote the ideology to them but tried to convince them that the ideology of the organization was right and hence their need to associate with it.
Considering this is done deliberately further proves that native marketing is identified in the article and is therefore used to promote an ideology. A change in the company's ideology would also follow the same avenue in creating a population effect with articles used in influencing the population towards the new ideology. Selling a Product to Customers The survey asking of the participants believe the writing of the article was trying to sell the products to them affirms that the intention of the article is to promote the purchase of the products which in turn is an intentional influence on the sales. Therefore, revealed from the above, it is evident that native marketing can contribute to the positive market effect. It is also possible for it to contribute to the negative market effect.
Shading a product in a bad light to this market also creates a negative effect on consumers. Continuous discussion of the negative effect of the product to the consumers may result in many consumers shunning the product due to these identified dangers. Bendetti, (n. d) reveal that the introduction of digital technology in marketing has provided a replacement to the failed traditional marketing approach resulting in significant losses of jobs for those that practiced traditional marketing. The desire to keep the newsrooms alive as revealed in the prior sections of the study has influenced the birth of digital media that has promoted the growth of native advertising. The ability of digital media to reach a wider coverage and its ability to propel information faster compared to the traditional approaches has seen increasing support and application of this form of media.
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