Abstract
ABSTRACTMobile news consumption is rising quickly, just as the appearance of native advertisements on mobile news platforms, yet little is known about readers’ mobile native advertising recognition and perceptions. This qualitative study, therefore, explores how readers recognise and perceive in-feed native advertisements in a mobile news app. Usability tests combined with interviews with 24 users of a national news app showed that in the mobile environment, readers are generally able to recognise native advertisements. The findings suggest four key factors that influence readers’ evaluations: (1) perceived utility, (2) source credibility of the advertiser, (3) perceived control, and (4) recognisability. The results suggest that besides readers’ advertising recognition, the advertisements’ content and context play an important role in explaining readers’ perceptions of native advertising.
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