Research On The Impact Of Native Advertising Content Disclosure On Brand Attitude

As an increasingly popular form of advertising in the mobile internet era,native advertising is expected to invest more in the domestic and foreign advertising market in 2018.Because the way native advertisements are manipulated to embed media environments and hide ad features,it can reduce the interference of traditional advertisements and allow consumers to enhance the user experience when browsing information.At the same time as the rapid development of native advertising,there are also concerns that the special secret form of native advertising “the level of disclosure of manipulated content” will backfire and cause consumers to perceive fraud,leading to negative brand attitudes.In order to solve this problem,relevant laws and regulations at home and abroad have made efforts to require native advertisements with distinctive content disclosure.However,at present,its implementation is not optimistic,and there are still suspected potential frauds.Therefore,whether or not content disclosure at the current stage of advertising is still deceiving consumers will continue to affect the brand attitude.This has been the focus of debate among domestic and foreign researchers.However,according to the author's literature research on native advertising,advertising content disclosure,and brand attitudes as the key words,it is found that although there are some researchers who worry about theoretical articles in our country's native advertising research,few people are clearly disclosed from the content.To start with an empirical study of brand attitudes of native advertising.Therefore,this study uses the disclosure of the content of the original advertisement as a research object,and discusses the relationship between it and the attitude of the brand and the influencing factors.This study is subdivided into two research objectives.First,it is to understand the consumer's recognition of the disclosure of the original advertising content at the current stage;Second,to understand the consumer's perceived deceptiveness,persuasive knowledge and brand attitude under the different levels of content disclosure.Relationships and differences.The study used intersubject experiments.Divided into distinct disclosure and status disclosure groups,it explores the relationships and differences between consumer identification content disclosure,perceived fraudulence,persuasive knowledge,and brandattitudes.The study divided 542 mobile Internet users into two groups.After reading the stimulants,the participants filled out the identification content disclosure questionnaire,the perceived fraudulence questionnaire,the persuasive knowledge scale,and the brand attitude scale.The study found that the disclosure of native advertising content in China at this stage has not yet reached a clear level.Among them,62.7% of consumers cannot accurately identify the disclosure of native advertising content at the current stage,but they already have certain persuasive knowledge;no matter how clear the content is disclosed Consumers have a certain degree of perceived deception and may have a negative impact on brand attitudes.However,because of the moderating role of persuasive knowledge,the disclosure of persuasive content is more intense than the disclosure of the status quo.Therefore,its brand attitude is more stable and positive.Therefore,we should support the thorough implementation of China's "National Advertising Law for the Republic of the People's Republic of China"(the latest revision)and the "Interim Measures for Advertising on the Internet," and propose to refine the content disclosure requirements so that implicit advertisements based on native advertising can be implemented more vividly.The disclosure of content will enable the more conscientious interaction between the future advertising market and consumers,providing practical research support for the study of China's native advertising theory and practice of advertising regulations.