EXAMINING MEDIA CONSUMPTION BEHAVIORS, KNOWLEDGE, AND OPINIONS TOWARD NATIVE ADVERTISING: A COMPARATIVE STUDY BETWEEN COMMUNICATION PROFESSIONALS AND CONSUMERS

Abstract

This study examined whether social media consumption behaviors, knowledge and opinions toward native advertising appeared on social media differed significantly between Thai communication professionals and consumers. Specifically, this study examined interrelationships between the three variables differed significantly between these two groups. Self-administered and online surveys were conducted. The final sample consisted of 428 Thai consumers and 321 Thai communication professionals. Data were analyzed using descriptive statistics and inferential statistics, Independent Samples t-tests and Peason Correlations. The findings revealed that Thai consumers had lower degree of social media consumption behaviors as compared to communication professionals. Consequently, Thai consumers were less knowledgeable about native advertising labels and overall knowledge about native advertising than communication professionals. Additionally, Thai consumers had less positive opinions toward native advertising, opinions toward the brands, and overall opinions toward native advertising as compared to communication professionals. When investigating the interrelationships between the three variables of each group, results further revealed that for the communication professional group, the more they exhibited a variety of social media consumption, the more likely they were knowledgeable about native advertising and displayed negative opinions toward brands. On the other hand, for the consumer group, the more they exhibited a variety of social media consumption, the more likely they were knowledgeable about native advertising and displayed positive opinions toward native advertising and brands, but negative opinions toward publishers.