Impact of Native Advertising on Brand Awareness in the Era of Short Video Platforms
Main Article Content
Abstract
Short video platforms are frequently gaining popularity and, thus, hold more and more resources as potential advertising media. The purpose of our study is to complete an analysis of native advertising on short video platforms and its impact on brand awareness. During the week of our experimental study, participants consumed native advertising short videos of both big corporate brands and small independent brands of the interior design and decoration industry. The results show that native advertising does positively influence brand awareness, showing special dynamics for small independent brands. Such aspects as brand image and strategy, overall video design and content, sponsored influencers involved, and sponsorship disclosure are the deciding factors in native advertising success. While these features are different for various brands, the overall architecture of short video platforms allows us to extend the apparatus of native advertising. The findings of this study can be applied by both theoretical researchers in their analysis of short video platforms’ advertising potential and the practicing marketing specialists who work on promoting their brands via short video platforms. The research can be extended in the future by adding the analysis of the platform algorithms and their impact on the effectiveness of native advertising and brand awareness in general.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Altstiel, T., Grow, J., & Jennings, M. (2019). Advertising creative: strategy, copy, and design.
Sage Publications.
Amrudhia, N. F., & Nurfebiaraning, S. (2021). The “9.9 super shopping day” advertisement
video and its impact on shopee users on TikTok. Kanal: Jurnal Ilmu
Komunikasi, 10(1), 22-27. https://doi.org/10.21070/kanal.v9i3.1227
Anderson, K. E. (2020). Getting acquainted with social networks and apps: It is time to talk
about TikTok. Library Hi Tech News, 37(4), 7-12. https://doi.org/10.1108/LHTN-01-
-0001
Bergkvist, L., & Taylor, C. R. (2022). Reviving and improving brand awareness as a construct
in advertising research. Journal of Advertising, 51(3), 294-307.
https://doi.org/10.1080/00913367.2022.2039886
Bragg, M. A., Pageot, Y. K., Amico, A., Miller, A. N., Gasbarre, A., Rummo, P. E., & Elbel,
B. (2020). Fast food, beverage, and snack brands on social media in the United States:
An examination of marketing techniques utilized in 2000 brand posts. Pediatric
Obesity, 15(5), e12606. https://doi.org/10.1111/ijpo.12606
Campbell, C. (2023). Navigating the rapid currents of advertising: A roadmap for researchers.
Journal of Advertising Research, 63(4), 310-312. https://doi.org/10.2501/JAR-2023-
Chen, T. Y., Yeh, T. L., & Chang, C. I. (2020). How different advertising formats and calls to
action on videos affect advertising recognition and consequent behaviours. The Service
Industries Journal, 40(5-6), 358-379. https://doi.org/10.1080/02642069.2018.1480724
Cornwell, T. B. (2019). Less “sponsorship as advertising” and more sponsorship-linked
marketing as authentic engagement. Journal of Advertising, 48(1), 49-60.
https://doi.org/10.1080/00913367.2019.1588809
Duivenvoorde, B., & Goanta, C. (2023). The regulation of digital advertising under the DSA:
A critical assessment. Computer Law & Security Review, 51, 105870.
https://doi.org/10.1016/j.clsr.2023.105870
Eisend, M., Van Reijmersdal, E. A., Boerman, S. C., & Tarrahi, F. (2020). A meta-analysis of
the effects of disclosing sponsored content. Journal of Advertising, 49(3), 344-366.
https://doi.org/10.1080/00913367.2020.1765909
CINEFORUM
ISSN: 0009-7039
Vol. 64. No. 4, 2024
© CINEFORUM
Fikkers, K. M., & Piotrowski, J. T. (2020). Content and person effects in media research:
Studying differences in cognitive, emotional, and arousal responses to media content.
Media Psychology, 23(4), 493-520. https://doi.org/10.1080/15213269.2019.1608257
Hawker, K., & Carah, N. (2021). Snapchat’s augmented reality brand culture: Sponsored filters
and lenses as digital piecework. Continuum, 35(1), 12-29.
https://doi.org/10.1080/10304312.2020.1827370
Khurram, M., Qadeer, F., & Sheeraz, M. (2018). The role of brand recall, brand recognition
and price consciousness in understanding actual purchase. Journal of Research in
Social Sciences, 6(2), 219-241.
https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3215875
Kim, D. Y., & Kim, H. Y. (2021). Influencer advertising on social media: The multiple
inference model on influencer-product congruence and sponsorship disclosure. Journal
of Business Research, 130, 405-415. https://doi.org/10.1016/j.jbusres.2020.02.020
Kim, M., Song, D., & Jang, A. (2021). Consumer response toward native advertising on social
media: The roles of source type and content type. Internet Research, 31(5), 1656-1676.
https://doi.org/10.1108/INTR-08-2019-0328
Li, D., Chow, U. T. C., & Cheong, C. Y. M. (2022). A critical genre analysis of covert
advertising through short-videos in Douyin: The Chinese version of Tik-Tok. SAGE
Open, 12(4), 1-25. https://doi.org/10.1177/21582440221134608
Li, G., Cao, Y., Lu, B., Yu, Y., & Liu, H. (2023). Luxury brands’ live streaming sales: The
roles of streamer identity and level strategy. International Journal of Advertising, 42(7),
-1200. https://doi.org/10.1080/02650487.2023.2215075
Ma, R., & Kim, S. (2021). Use, motivations, and responses of TikTok as an advertising
channel. The Journal of the Korea Contents Association, 21(2), 507-519.
https://doi.org/10.5392/JKCA.2021.21.02.507
Minton, E. A., Spielmann, N., & Gomez, P. (2023). If I understand why a product looks weird,
will I buy it?: How reducing causal uncertainty about ugly goods can increase purchase
intentions. Journal of Advertising Research, 63(4), 402-417.
https://doi.org/10.2501/JAR-2023-027
Mulier, L., Slabbinck, H., & Vermeir, I. (2021). This way up: The effectiveness of mobile
vertical video marketing. Journal of Interactive Marketing, 55(1), 1-15.
https://doi.org/10.1016/j.intmar.2020.12.002
Pfeuffer, A., & Huh, J. (2020). Effects of different sponsorship disclosure message types on
consumers’ trust and attitudes. International Journal of Advertising, 40(1), 49-80.
https://doi.org/10.1080/02650487.2020.1807229
Raimondo, M. A., & Vernuccio, M. (2019). The effects of native advertising on consumer
responses. Some experimental evidences on the interaction between content type and
brand awareness. Mercati & Competitività, 3, 149-168. https://doi.org/10.3280/mc3-
oa8505
Voorveld, H. A., Van Noort, G., Muntinga, D. G., & Bronner, F. (2018). Engagement with
social media and social media advertising: The differentiating role of platform
CINEFORUM
ISSN: 0009-7039
Vol. 64. No. 4, 2024
© CINEFORUM
type. Journal of Advertising, 47(1), 38-54.
https://doi.org/10.1080/00913367.2017.1405754
Wojdynski, B. W., & Evans, N. J. (2020). The covert advertising recognition and effects
(CARE) model: Processes of persuasion in native advertising and other masked
formats. International Journal of Advertising, 39(1), 4-31.
https://doi.org/10.1080/02650487.2019.1658438
Xu, J., & Zhao, X. (2022). Coping with the ‘double bind’ through vlogging: Pandemic digital
citizenship of Chinese international students. Continuum, 36(2), 260-273.
https://doi.org/10.1080/10304312.2021.2008319
Yang, Y. (2022). TikTok/Douyin use and its influencer video use: A cross-cultural comparison
between Chinese and US users. Online Media and Global Communication, 1(2), 339-
https://doi.org/10.1515/omgc-2022-0016
Yuan, L., Xia, H., & Ye, Q. (2022). The effect of advertising strategies on a short video
platform: Evidence from TikTok. Industrial Management & Data Systems, 122(8),