Designing and validation of effective Native advertising model based on cognitive-behavioral indicators

MontakhabMadani, Mina; Rahmati Ghofrani,, Yalda; Yousefzadeh Chabook, , Shahrokh; Saberi Haghayegh, , Rahmat Ali

doi:10.22034/cbsj.2024.139988.2659

Designing and validation of effective Native advertising model based on cognitive-behavioral indicators

Document Type : Original Article

Authors

¹ Ph.D. Candidate

² Department of Business Management, Rasht Branch, Islamic Azad University, Rasht, Iran.

³ Prof., Neurosurgery Specialist, Road Trauma Research Center, Guilan University of Medical Sciences, Rasht, Iran.

⁴ Department of Management, Bandar Anzali Branch, Islamic Azad University, Bandar Anzali, Iran.

10.22034/cbsj.2024.139988.2659

Abstract

The present study is conducted with the aim of evaluating the cognitive-behavioral consequences of Internet users regarding the factors affecting effective native ads. The purpose of this research is practical and has a mixed approach. In the first stage, the qualitative approach and the Grounded Theory strategy were used, and the sampling in this stage is purposeful. The necessary data has been collected through interviews with marketing specialists and advertising designers of top advertising companies in Iran. The sample size continued to 12 interviewees until the saturation of the categories was reached, and then the interviews were coded and model extracted with the help of MAXQDA2020 software. In the second stage, the validity of the model extracted from the qualitative stage was investigated using a quantitative approach with the help of SmartPLS3 software. The findings of the research indicate the identification of 30 concepts and 12 categories including: effective native advertising, content attractiveness, content quality, cultural, economic, technological factors, effectiveness facilitators, effectiveness barriers, transparency, customer orientation, cognitive and behavioral consequences. After examining the value of the model, the results of the research indicate that the above factors, except for technological factors and effectiveness barriers have a significant effective on effective native advertisements. and a native ad are effective on cognitive and behavioral consequences. Also, the moderator variable of customer orientation has a significant effect on cognitive and behavioral consequences, and the moderator variable of transparency only has a significant effect on behavioral consequences.

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