Graduation Year
2020
Document Type
Thesis
Degree
M.A.
Degree Name
Master of Arts (M.A.)
Degree Granting Department
Mass Communications
Major Professor
Artemio Ramirez, Ph.D.
Committee Member
Janelle Applequist, Ph.D.
Committee Member
Joshua Scacco, Ph.D.
Keywords
covert advertising, sponsored advertisement, digital media, ethics, psychology
Abstract
The main purpose of this research is to determine how people evaluate native advertising in order to figure out how ethical is a native advertising practice. The Third Person Effect Theory was applied to this study. It enables to examine people’s attitude toward native advertising. An experimental design was developed. Participants were exposed to three types of ads to find out if they are able to recognize native ads among other advertisements. The total number of participants was 386. The results were analyzed via ANOVA. The main finding of this study states that individuals perceive the native advertisement in a positive light even though they have been educated about the disadvantages of this type of advertisement. Another major finding indicates that the third-person effect was supported meaning people believe to be less influenced by native ads rather than others.
Scholar Commons Citation
Nafetvaridze, Inga, "Evaluation of Native Advertisement though Third Person Effect Theory: An Experimental Design" (2020). USF Tampa Graduate Theses and Dissertations.
https://digitalcommons.usf.edu/etd/8267
