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Evaluation Of Native Advertisement Though Third Person Effect Theory: An Experimental Design, Inga Nafetvaridze
Evaluation Of Native Advertisement Though Third Person Effect Theory: An Experimental Design, Inga Nafetvaridze
USF Tampa Graduate Theses and Dissertations
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 …