Native Advertizing оn the Internet: Consumers Perception

Recently, native advertising occupies a leading position on the advertising market, that is why it was chosen as the analysis in this work. Research problem is that despite the many advantages of native advertising, users do not always identify it, which can affect the effectiveness of this advertisement, mislead the user and influence the attitude towards the brand or site. Moreover, most sites when labeling native materials do not write the word "advertising", and use other words such as "sponsorship content," partner material, "which can also mislead the user. The purpose of this study was to determine the role of marking, when placing native advertising on the Internet, and also to identify the impact of the wording of marking on the perception and effectiveness of native advertising. During the research, such methods as online survey and expert interviews were used. As a result of the study, conclusions were drawn and recommendations developed that could be useful to sites, advertisers, and regulators.