Is this advertising or not, and do I care? Perceptions of and opinions regarding hybrid forms of content

Abstract

ABSTRACT As media users are trying to avoid traditional forms of advertising like display ads, companies apply content marketing techniques such as native advertising, sponsored content and company-owned media to reach their audiences. Such hybrid forms of content lead to a blurring of boundaries between editorial content and advertising and are not as easily recognized as promotional. This qualitative study examines consumers’ perspectives and reactions to different types of content marketing products by taking paid and owned media into account. Data from 50 qualitative interviews with media users were analysed by means of thematic qualitative text analysis. The results indicate that consumers often perceive hybrid content as a mix of information and advertising. Advertising recognition is most often based on content-driven characteristics of the message, such as mentioning a product and less so on the advertising disclosure label. This study derives four types of content marketing consumers: neutrals, enthusiasts, contemplators and critics. It contributes to the literature by strengthening the understanding of consumers’ perceptions of different types of hybrid content.