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Guide to the communication strategy of native advertising

To adapt to the ever-changing digital technology revolution and the challenges posed by the information explosion in the communication environment, traditional advertising has sought reconstruction and enhancement. Native advertising is one of the advertising industry's innovations and breakthr...

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Main Authors: Wang, Yao, Mohd Zawawi, Julia Wirza, Ahmad, Abdul Muati @ Zamri, Sern, Tham Jen
Format: Article
Published: Human Resource Management Academic Research Society 2022
Online Access:http://psasir.upm.edu.my/id/eprint/101673/
https://hrmars.com/index.php/IJARBSS/article/view/14141/Guide-to-the-Communication-Strategy-of-Native-Advertising
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spelling my.upm.eprints.1016732023-10-16T02:50:38Z http://psasir.upm.edu.my/id/eprint/101673/ Guide to the communication strategy of native advertising Wang, Yao Mohd Zawawi, Julia Wirza Ahmad, Abdul Muati @ Zamri Sern, Tham Jen To adapt to the ever-changing digital technology revolution and the challenges posed by the information explosion in the communication environment, traditional advertising has sought reconstruction and enhancement. Native advertising is one of the advertising industry's innovations and breakthroughs, appearing on a variety of platforms such as social media, news websites, and search engines. Native advertising's major goal is to provide consumers with relevant information, unique content, and a positive experience. The ongoing development of native advertising has inspired many scholars to discuss it. However, the native advertising research stream is still in its fancy. Thus, this conceptual paper reviews the various definition of native advertising. Based on the various definition, this paper aims to discuss the communication strategy of native advertising from three different levels that are format, content, and users. The results imply that native advertising’s communication strategy includes embedding, creativity, and interactive communication from format, content, and users respectively. These three communication strategies have made great contributions to the communication and development of native advertising. Human Resource Management Academic Research Society 2022-06-25 Article PeerReviewed Wang, Yao and Mohd Zawawi, Julia Wirza and Ahmad, Abdul Muati @ Zamri and Sern, Tham Jen (2022) Guide to the communication strategy of native advertising. International Journal of Academic Research in Business and Social Sciences, 12 (13 spec.). 22 - 34. ISSN 2222-6990 https://hrmars.com/index.php/IJARBSS/article/view/14141/Guide-to-the-Communication-Strategy-of-Native-Advertising 10.6007/IJARBSS/v12-i13/14141
institution Universiti Putra Malaysia
building UPM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Putra Malaysia
content_source UPM Institutional Repository
url_provider http://psasir.upm.edu.my/
description To adapt to the ever-changing digital technology revolution and the challenges posed by the information explosion in the communication environment, traditional advertising has sought reconstruction and enhancement. Native advertising is one of the advertising industry's innovations and breakthroughs, appearing on a variety of platforms such as social media, news websites, and search engines. Native advertising's major goal is to provide consumers with relevant information, unique content, and a positive experience. The ongoing development of native advertising has inspired many scholars to discuss it. However, the native advertising research stream is still in its fancy. Thus, this conceptual paper reviews the various definition of native advertising. Based on the various definition, this paper aims to discuss the communication strategy of native advertising from three different levels that are format, content, and users. The results imply that native advertising’s communication strategy includes embedding, creativity, and interactive communication from format, content, and users respectively. These three communication strategies have made great contributions to the communication and development of native advertising.
format Article
author Wang, Yao
Mohd Zawawi, Julia Wirza
Ahmad, Abdul Muati @ Zamri
Sern, Tham Jen
spellingShingle Wang, Yao
Mohd Zawawi, Julia Wirza
Ahmad, Abdul Muati @ Zamri
Sern, Tham Jen
Guide to the communication strategy of native advertising
author_facet Wang, Yao
Mohd Zawawi, Julia Wirza
Ahmad, Abdul Muati @ Zamri
Sern, Tham Jen
author_sort Wang, Yao
title Guide to the communication strategy of native advertising
title_short Guide to the communication strategy of native advertising
title_full Guide to the communication strategy of native advertising
title_fullStr Guide to the communication strategy of native advertising
title_full_unstemmed Guide to the communication strategy of native advertising
title_sort guide to the communication strategy of native advertising
publisher Human Resource Management Academic Research Society
publishDate 2022
url http://psasir.upm.edu.my/id/eprint/101673/
https://hrmars.com/index.php/IJARBSS/article/view/14141/Guide-to-the-Communication-Strategy-of-Native-Advertising
_version_ 1781706702752579584
score 13.211869

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