Author(s)

Han Nie ¹

Affiliation(s)

¹ School of Management, North Sichuan Medical College, 55 Dongshun Road, Nanchong, Sichuan, China

Corresponding Author

Han Nie

ABSTRACT

Consumers are increasingly using the mobile app to be interactive with native advertising. To understand this emerging phenomena, this article analyze the Core Characteristics of Consumers' Interactivity, conceptualizing the consumers interactivity when embedded as part of the content in the updated information of WeChat Moments to interact with others.This study has conducted an in-depth discussion of native advertising and conducted a study of its consumer acceptance behavior. Based on the theoretical model of user acceptance behavior, UTAUT, this article analyzes the impact of advertising audience interaction from the perspectives of performance expectations, facilitation conditions, use intentions, use behavior, advertising accuracy, advertising credibility, content interest, and privacy violations. Finally, this article analyzes consumers' attitudes towards native advertising in shopping platforms, and puts forward suggestions for the development of native advertising in the future.

KEYWORDS

Native advertising, advertising regulation, influencer advertising, consumer interactivity, WeChat moments

CITE THIS PAPER

Han Nie, Consumer Interactivity in Response to Native Advertising. Manufacturing and Service Operations Management (2023) Vol. 4: 23-27. DOI: http://dx.doi.org/10.23977/msom.2023.040304.

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