Attitudes of Internet Users to Native Advertising: A Comparative Study

Paweł Chlipała; Tomasz Olchawa

doi:10.18290/rns2026.0020

Data publikacji : 2026-05-04

Nr Online First

Postawy internautów wobec reklamy natywnej – wyniki badań porównawczych

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

Abstrakt

Artykuł koncentruje się na problematyce afektywnych postaw wybranych grup internautów wobec reklamy natywnej. Celem artykułu jest identyfikacja postaw wobec reklamy natywnej oraz zróżnicowania ocen poszczególnych grup internautów. Do badań wyodrębniono trzy grupy internautów, skupionych wokół treści związanych z marketingiem, wystąpieniami publicznymi i problematyką prawniczą. Badanie zostało przeprowadzone za pomocą ankiety internetowej i obejmowało identyfikację postaw respondentów wobec różnych narzędzi promocji używanych online i offline, ze szczególnym uwzględnieniem stosunku badanych do formy i treści reklam natywnych.

Wyniki badań wykazały, że wszystkie grupy internautów wykazały niechęć do reklamy natywnej. Test ANOVA rang Kruskala–Wallisa wykazał, że występują istotne statystycznie różnice grup odbiorców w wyrażanym stosunku do reklamy natywnej. Analiza współczynnika zmienności wykazała niejednorodność ocen każdej z badanych grup odbiorców. Wnioski z badań mogą przyczynić się do lepszego zrozumienia postaw konsumentów wobec reklamy natywnej oraz dostosowania strategii marketingowych do ich preferencji i oczekiwań.

Słowa kluczowe:

reklama natywna, percepcja reklamy natywnej, postawy wobec reklamy natywnej

Szczegóły

Bibliografia

Statystyki

Autorzy

Pobierz pliki

pdf (English)

Zasady cytowania

Chlipała, P., & Olchawa, T. (2026). Postawy internautów wobec reklamy natywnej – wyniki badań porównawczych. Roczniki Nauk Społecznych, (Online First). https://doi.org/10.18290/rns2026.0020

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Licencja

Utwór dostępny jest na licencji Creative Commons Uznanie autorstwa – Użycie niekomercyjne – Bez utworów zależnych 4.0 Międzynarodowe.

Bibliografia

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