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Open Access
Article
Publication date: 18 July 2023

Michaela Jánská, Marta Žambochová and Zuzana Vacurová

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

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Abstract

Purpose

This paper aims to explore the recognition and success of different ways of branding native advertising in influencer marketing.

Design/methodology/approach

The data are evaluated using statistical tests, correlation and cluster analysis.

Findings

It was found that the higher the recognition rate of a post tagged in a particular way, the better the tagging method for influencer marketing on Instagram. Based on the findings of this study, word tag is recommended first because it is flexible and has one of the highest recognition rates.

Research limitations/implications

The generalizability of the results across different regional settings requires further investigation.

Practical implications

Good labeling of native advertising leads to greater success.

Originality/value

This study can be used by marketing managers, advertisers and influencers to gain insight into the issue, as well as to better select the appropriate labeling method for their advertising content.

Objetivo

Este trabajo tiene como objetivo explorar el reconocimiento y el éxito de diferentes formas de branding de publicidad nativa en el marketing de influencers.

Diseño/metodología/enfoque

Los datos se evalúan mediante pruebas estadísticas, correlación y análisis de conglomerados.

Resultados

Se encontró que cuanto mayor es la tasa de reconocimiento de un post etiquetado de una manera particular, mejor es el método de etiquetado para el marketing de influencers en Instagram. Basándose en los resultados de este estudio, se recomienda en primer lugar el etiquetado por palabras porque es flexible y tiene una de las tasas de reconocimiento más altas.

Implicaciones prácticas

Un buen etiquetado de la publicidad nativa conduce a un mayor éxito.

Originalidad

Este estudio puede ser utilizado por directores de marketing, anunciantes e influencers para obtener información sobre el tema, así como para seleccionar mejor el método de etiquetado adecuado para su contenido publicitario.

Limitaciones/Implicaciones de la investigación

La generalizabilidad de los resultados en diferentes entornos regionales requiere más investigación.

目的

本文旨在探讨影响者营销中不同方式的品牌原生广告的识别和成功。

方法

使用统计测试、相关性和聚类分析对数据进行评估。

研究结果

研究发现, 以特定方式标记的帖子的识别率越高, Instagram上影响者营销的标记方式就越好。基于这项研究的结果, 首先推荐单词标签, 因为它很灵活, 而且有最高的识别率之一。

实际意义

对原生广告进行良好的标注会带来更大的成功。

原创性

本研究可供营销经理、广告商和影响者使用, 以深入了解这一问题, 并更好地为其广告内容选择合适的标签方法。

研究局限性

研究结果在不同地区环境中的普适性需要进一步调查。

Article
Publication date: 14 February 2023

Michaela Jánská, Marta Žambochová and Pavol Kita

Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy…

Abstract

Purpose

Health is an essential issue in the motivation to eat organic food. The aim of the study is to investigate the relationship if people who have a positive view of a healthy lifestyle (want to live healthy) have an influence on the tendency to buy organic food.

Design/methodology/approach

The analysis of secondary data dealing with the issue was supplemented by primary data. In order to meet the main aim, a preliminary objective was set which was to determine the influence of socio-demographic factors on the recommended lifestyle. Specifically, the largest statistically significant difference in influence on healthy lifestyle was gender, followed by education and age. The survey was conducted in the period of January–May 2019 on a sample of 1,373 respondents from Slovakia.

Findings

The data was evaluated by means of selected specific statistical methods (Kruskal–Wallis test, Man-Whitney test and Decision tree methodology). The results of the research verified that the lifestyle of Slovak consumers has an influence on the consumption of organic products and that people who practise healthy eating buy organic food more often. Our research has shown that lifestyle is increasingly influencing consumer purchasing behaviour.

Originality/value

The results showed that today's healthy lifestyle increases the demand for healthy food among potential consumers. Furthermore, the presented results of our research in Slovakia could establish some basis for conducting similar research in other European countries.

Details

British Food Journal, vol. 125 no. 8
Type: Research Article
ISSN: 0007-070X

Keywords

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