Attitudes of Internet Users to Native Advertising: A Comparative Study

Paweł Chlipała; Tomasz Olchawa

doi:10.18290/rns2026.0020

Published : 2026-05-04

No. Online First

Attitudes of Internet Users to Native Advertising: A Comparative Study

Paweł Chlipała

https://orcid.org/0000-0003-2496-8617

Tomasz Olchawa

https://orcid.org/0000-0002-9953-6491

DOI: https://doi.org/10.18290/rns2026.0020

Abstract

The article examines the affective responses of selected groups of internet users to native advertising. The aim of the study is to identify these responses and compare the evaluations expressed by different user groups distinguished on the basis of psychographic criteria, namely their fields of interest. Accordingly, three groups were identified: individuals oriented towards marketing communication, public speaking, or legal issues. The empirical study was conducted using an online survey focused on perceptions of various online and offline promotional tools, with particular emphasis on the form and content of native advertising. The findings indicate that all respondents disliked this advertising format. The Kruskal–Wallis ANOVA test revealed statistically significant differences between the groups, while the analysis of the coefficient of variation demonstrated consistency of assessments within each group. The results contribute to a deeper understanding of audience responses to native advertising and may support the adjustment of marketing strategies to users’ preferences and expectations.

Keywords:

native advertising, native advertising perception, native advertising attitudes

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Chlipała, P., & Olchawa, T. (2026). Attitudes of Internet Users to Native Advertising: A Comparative Study. Roczniki Nauk Społecznych, (Online First). https://doi.org/10.18290/rns2026.0020

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