Have you spotted where I am? Exploring the impact of different forms of native advertising

With the development of the mobile networks and the advent of portable mobile carriers, the number of mobile network users has continued to increase. Nevertheless, studies on whether or not mobile native advertising presented in native form affect advertising effects remain scarce. Therefore, this study adopted the experimental research method to design three different mobile network environments, whether or not the three forms of mobile native advertising, namely, in-feeds, paid search and recommendation widgets, produce different advertising effects. The results of the study found that different forms of mobile native advertising have a significant impact on advertising awareness and advertising attitudes. Among them, paid search advertising has the best effect, followed by information flow advertising. There is no significant difference in brand attitude and purchase intention among these three forms of advertising.