Is That My Friend or an Advert? The Effectiveness of Instagram Native Advertisements Posing as Social Posts
Open accessAbstract
Advertisers have turned attention to the popular photograph-based social network Instagram. One technique for reaching consumers has been advertisements resembling posts one’s friends might make. These native advertisements use Instagram’s conventions and may be unrecognized as sponsored messages at first glance, when browsing one’s Instagram. A within-subjects experiment (N = 482) tested these native ads against both user-generated posts and traditional advertisements. These message types were presented in a repeated-measures design, rotated across three well-known brands, and interspersed with distractor posts. Results indicated that the three message types produced similar effects on ad attitude, brand attitude, and behavioral intention. However, user-generated social posts produced more credibility and social comparison than native ads, and native ads produced more credibility and social comparison than advertisements. This yielded indirect effects on dependent variables of interest, despite the lack of total effects. Sponsorship recognition was relatively high for native ads but did not mediate effects.
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Social media blends peer and celebrity reference groups, as users scroll through feeds that showcase content from both peers and celebrities in one place.
“SM blends these two reference groups, as users scroll through 'feeds' that showcase content from both peers and celebrities, all in one place (Johnson et al., 2019).”
From The Perfect Storm: A Developmental-Sociocultural Framework for the Role of Social Media in Adolescent Girls' Body Image Concerns and Mental Health. (2022) · cites this paper as Johnson et al., 2019
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Gorea, I. M. (2022) · doi:10.32920/19008986 · Cited by 1 · see citing works
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Kip, S. M., & Aksoy, Z. (2021) · Ankara Üniversitesi ilef dergisi/Ankara üniversitesi ilef dergisi · doi:10.24955/ilef.1038659
Guide to the Communication Strategy of Native Advertising
Wang, Y., Zawawi, J. W. M., Ahmad, A. M. Z., & Sern, T. J. (2022) · International Journal of Academic Research in Business and Social Sciences · doi:10.6007/ijarbss/v12-i13/14141
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Mamani, E. F., Esteban, R.-H. R., Yapuchura, Á. Y. F., Mamani, P. A. Y., Apaza-Ticona, J., Chino, J. A., & Paredes, A. F. (2024) · International Journal of Religion · doi:10.61707/j4eaha33 · Cited by 2 · see citing works
IMPACT OF INSTAGRAM ADVERTISEMENTS IN INCREASING THE CUSTOMER EXPENSES
Prasad, R. K., Harini, V., & Ramya, L. (2024) · ShodhKosh Journal of Visual and Performing Arts · doi:10.29121/shodhkosh.v5.i3.2024.1111
Product Placements in Visual Social Media—The Role of Prominence, Presentation and the Influencer
Waiguny, M. K. J., & Pham, O. Z.-T. (2025) · European Advertising Academy · doi:10.1007/978-3-658-43936-1_14
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Beyond the Hype: Social Media Marketing and Purchase Intention in the Indian Cosmetic Industry
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- Authors
- Johnson, B. K., Potocki, B., & Veldhuis, J.
- Affiliations
- University of Florida (US)
- Western Illinois University (US)
- Vrije Universiteit Amsterdam (NL)
- Corresponding author
- Johnson, Benjamin K
- Venue
- Journal of Computer-Mediated Communication
- Publisher
- Oxford University Press (OUP)
- Published
- 2019-03-26
- Volume
- 24
- Issue
- 3
- Pages
- 108-125
- ISSN
- 1083-6101 (ISSN-L)
- OpenAlex
- W2917545980
- Cited by
- 72
- References
- 56
- Citations by year
- 2026: 4 · 2025: 8 · 2024: 13 · 2023: 8 · 2022: 18 · 2021: 12 · 2020: 6 · 2019: 3
- FWCI
- 19.64
- Type
- journal article
- Language
- en
- Open access
- bronze
- doi.org
- Locations
- Journal of Computer-Mediated Communication (publishedVersion)
- OSF Preprints (OSF Preprints) (submittedVersion)
- Data Archiving and Networked Services (DANS) (submittedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- Instagram, native advertising, user-generated content, advertising effectiveness, ad credibility, social comparison, consumer attitudes toward advertising, brand attitude, behavioral intention, social media advertising
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