Native Advertising: Challenges and Perspectives
Eyada, B., Milla, A. (2020). Native Advertising: Challenges and Perspectives. EKB Journal Management System, 1(1), 67-77. doi: 10.21608/jdsaa.2020.70451
Bassant Eyada; Asli Milla. "Native Advertising: Challenges and Perspectives". EKB Journal Management System, 1, 1, 2020, 67-77. doi: 10.21608/jdsaa.2020.70451
Eyada, B., Milla, A. (2020). 'Native Advertising: Challenges and Perspectives', EKB Journal Management System, 1(1), pp. 67-77. doi: 10.21608/jdsaa.2020.70451
Eyada, B., Milla, A. Native Advertising: Challenges and Perspectives. EKB Journal Management System, 2020; 1(1): 67-77. doi: 10.21608/jdsaa.2020.70451

Native Advertising: Challenges and Perspectives

Journal of Design Sciences and Applied Arts
Article 5, Volume 1, Issue 1, January 2020, Page 67-77  XML PDF (804.88 K)
Document Type: Original Article
DOI: 10.21608/jdsaa.2020.70451
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Authors
Bassant Eyada* 1; Asli Milla2
1Associate Professor - American University in the Emirates
2Assistant Professor - American University in the Emirates
Abstract
Native advertising is a form of communication for brands, products or service to promote and engage target audience, designed to blend in the page content, consistent with general perspective of the designated page and media platform. With no doubt, native advertising is growing to become an important part of the revenue for publishers, as more media companies are integrating it into their business models. This paper explores the nature of native advertising, the rules and regulations that guide this form of advertising, and its impact on consumer behavior.
Keywords
advertising; Native Advertising; Consumer Behavior; Content Marketing; social media
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