混じり合っているか 出てくるか? ソーシャルメディアのネイティブ広告の公開のジレンマ
Maike Hübner1,2, Julia Thalmann1, Jörg Henseler2,3
1Usability and Interaction Laboratory, Department of Business Administration and Economics, Ruhr West University of Applied Sciences, Mülheim, Germany.
Frontiers in psychology
|August 29, 2025
まとめ
ソーシャル・メディアのスポンサー投稿は オーガニック・コンテンツよりも 少ない注目を集めます ユーザーたちは 広告のヒントに気付いたときに 素早く消えるからです この"ネイティブ・アド・ブラインド"は 広告の有効性に影響します
科学分野:
- デジタルマーケティング
- 消費者心理
- 人とコンピュータの相互作用
背景:
- ネイティブ広告はソーシャルメディアのプラットフォームで普及しています.
- ユーザーフィードの微妙な広告の効果は不明です.
- スポンサーコンテンツに対するユーザーの注意を把握することが重要です.
研究 の 目的:
- ソーシャル・メディアのフィードに掲載される オーガニック・ポストに対するユーザーの注意を調査する.
- ネイティブ広告のユーザーエンゲージメントにおける開示シグナルとコール・トゥ・アクション (CTA) ボタンの役割を検討する.
- 探検するために
主な方法:
- 152人の参加者を対象に 混合的なアプローチを行いました
- スポンサーやオーガニックの投稿でインスタグラムのフィードをモックアップした.
- 従業員のアイトラッキングとキュード・レトロスペクティブ・シンク・アルト (CRTA) インタビュー
主要な成果:
- スポンサーの投稿は 有機投稿よりも 滞在時間が短く 固定される回数が少なくなりました
- 広告の開示やCTAの早期発見は,迅速な脱却につながりました.
- ユーザーによる情報公開の意識は様々で,誤った情報を与えられたと感じた人もいれば,気づかなかった人もいた.
結論:
- 利用者による展示
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