Abstract:

One of the new generation applications that emerged with the effect of the possibilities offered by digital media to the field of advertising is native advertisements. Due to the opportunities which it provides, corporate structures have recently started to frequently benefit from native advertisements to create brand awareness and appeal to consumer motivations. This has made the role of native ads in creating brand awareness, their motivation to follow-up, and the interaction between them important. In order to shed light on this important issue that constitutes the main purpose of the study, a field study is carried out on the students of Süleyman Demirel University. As a result of the research, it is seen that the roles of native ads in creating brand awareness consist of four sub-dimensions that interact with each other: personalization, information, interaction, and giving confidence. Additionally, it is understood that the follow-up motivations consist of four sub-dimensions: individual satisfaction, awareness, functionality, and attractiveness, and individuals follow native ads interactively with the effect of these motivations. In respect of the effect of native ads on the motivations of brand awareness creation roles for being followed, it is found out that the personalization, information, interaction, and giving confidence roles are all effective on the awareness motivation, and that the role of personalization and giving confidence has an increasing effect on individual satisfaction and functionality motivation. It is also seen that the role of personalization and interaction has a significant and positive effect on attractiveness motivation.

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