Evaluation of Commercial Cues in Native Advertising on Social Media Sites

This study demonstrated that the level of deceptive awareness of native advertisements is due to the relationship between the user and the advertisement posting site and the form of delivery of the advertisement message. In addition, we attempted to elaborate performance measurement by measuring deceptive perceptions by dividing them into the advertisement itself and the deceptiveness of the advertisement posting site. The study employed independent samples t-tests and two-way ANOVA to examine levels of perceived deceptiveness based on user-site relationship and ad message delivery forms. Perceived deceptiveness was measured separately for the ad itself and the ad-posting site.The perception of deceptiveness about the advertisement itself was perceived by the addictive user group as the highest when they encountered the informative message. On the other hand, the perception of deceptive advertisement posting sites was greatest when the addictive user group encountered the informative message. his study uses the psychological resistance theory of users to understand the mechanism of negative attitude formation and suggests the need to establish strategies to minimize it for the effective use of native advertising. In addition, it was intended to provide practical implications for increasing advertising effectiveness and improving user experience.