Going native on Facebook: a content analysis of sponsored messages on undergraduate student Facebook pages

Cynthia B. Hanson

International Journal of Internet Marketing and Advertising, 2018, vol. 12, issue 1, 91-104

Abstract: This paper examines the prevalence and nature of sponsored messages on Facebook. Results of a content analysis of desktop and mobile Facebook pages from 52 undergraduate student subjects showed 53% of sponsored messages in the desktop sample and 100% of sponsored messages in the mobile sample would be categorised as native advertising, as they were located in the user's news feed. Approximately 12% of all news feed posts were sponsored posts and almost 90% of sponsored news feed posts were based on the user's or user's friends' actions. The majority of the sponsoring advertisers were from companies established after the year 2000, and only 11% were leading US advertisers.

Keywords: advertising; content analysis; Facebook; native advertising; social media; sponsored messages. (search for similar items in EconPapers)
Date: 2018
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