The impact of native advertising on consumer perception: A case study of MTN Nigeria in Kebbi State
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- NGN 5000
Background of the Study
Native advertising is a form of advertising that blends seamlessly with the surrounding content on a platform, making it less intrusive and more engaging for the consumer. It is designed to match the format, style, and tone of the media in which it appears, creating a more natural experience for the audience. Unlike traditional display ads or banner ads, native advertising aligns with the editorial content, ensuring that it does not disrupt the user's experience. This type of advertising has gained significant traction across digital platforms, including social media, blogs, and websites, due to its ability to attract and retain consumer attention.
MTN Nigeria, one of the largest telecommunications companies in the country, has adopted native advertising strategies to reach its target audience more effectively. In Kebbi State, where mobile network penetration is growing, MTN has leveraged native ads across digital media channels to promote its products and services. By integrating promotional content into local news, entertainment, and lifestyle platforms, MTN aims to increase brand awareness and improve consumer perception in a more subtle yet impactful manner.
This study aims to explore how native advertising influences consumer perception of MTN Nigeria in Kebbi State. Specifically, it will examine how native ads impact brand awareness, trust, and the overall consumer image of MTN.
Statement of the Problem
Despite the increasing popularity of native advertising, there is limited research on its effectiveness in shaping consumer perception, particularly in regional markets like Kebbi State. The potential of native ads to drive consumer engagement without being perceived as disruptive presents a unique opportunity, but it is unclear whether this strategy is as effective as traditional advertising in influencing consumer attitudes and behavior. This study seeks to fill this gap by assessing how native advertising affects consumer perception of MTN Nigeria in Kebbi State.
Objectives of the Study
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To evaluate the impact of native advertising on consumer perception of MTN Nigeria in Kebbi State.
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To assess how native ads influence consumer brand awareness and trust in MTN Nigeria.
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To identify the factors that contribute to the effectiveness of native advertising in shaping consumer perceptions.
Research Questions
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How does native advertising influence consumer perception of MTN Nigeria in Kebbi State?
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How do native ads affect consumer brand awareness and trust in MTN Nigeria in Kebbi State?
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What factors contribute to the effectiveness of native advertising in shaping consumer perceptions of MTN Nigeria?
Research Hypotheses
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Native advertising positively influences consumer perception of MTN Nigeria in Kebbi State.
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Native advertising increases consumer brand awareness and trust in MTN Nigeria in Kebbi State.
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The effectiveness of native advertising in shaping consumer perception of MTN Nigeria is influenced by factors such as content relevance, platform, and consumer engagement.
Scope and Limitations of the Study
This study will focus on assessing the impact of native advertising on consumer perception of MTN Nigeria in Kebbi State, using surveys, interviews, and content analysis of native advertisements. Limitations may include challenges in isolating the impact of native advertising from other marketing efforts and consumer biases.
Definitions of Terms
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Native Advertising: A type of advertising that matches the form and function of the content in which it is placed, blending seamlessly with the surrounding content.
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Consumer Perception: The way consumers view or interpret a brand based on their experiences, exposures, and interactions with marketing content.
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Brand Awareness: The extent to which consumers can recognize or recall a brand, including its products or services.
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Consumer Trust: The confidence that consumers have in a brand’s ability to deliver on its promises and maintain ethical standards.
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