Digital advertising and native ads: A qualitative study on determining consumers' views on native advertising

Innovations in digital platforms have also affected communication studies, especially the developments in the field of internet advertising with Web 2.0, the loyalty of brands to classical advertisements, and the negative attitudes of consumers to such advertisements over time. Recognizing the long time consumers spend on online platforms and the advantages offered by online platforms in the communication process, brands have entered into an intense advertising race in order to reach their target audiences in these environments. As a result, banners and display advertisements caused interruptions in the online platform without the consent of consumers. In addition, similar online ads can be blocked with ad blocking applications, and this has led brands to turn to different ad formats on online platforms. Native ads are a different model from different types of internet advertising in that they provide consumers with a reading or viewing experience compatible with the media platform by adapting to the characteristics of the platform on which they are broadcast, without interrupting the online experience of the consumer. While directing the consumer to purchasing action with native advertisements, it is aimed to create brand awareness about the subjects that may attract the attention of the consumers. In this context, in the first part of the thesis, the concept of digital advertising, digital advertising types, advantages and disadvantages and the development of digital marketing are examined. In the second part of the thesis, the concept of native advertising, types of native advertisements, advantages and disadvantages, the difference between native advertisements and advertorial advertisements, and native advertisements are examined in terms of consumption and marketing. In the third part of the thesis, the effects of native advertisements that emerged with the developing technology on the Y and Z generations are examined. Keywords: Digital Advertising, Native Advertising, Consumption, Digital Marketing, Advertising