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https://www.um.edu.mt/library/oar/handle/123456789/140646| Title: | Craving value : factors shaping perceived advertising value and attitudes towards fast-food native advertisements |
| Other Titles: | Proceedings of Academy of Marketing 2025 annual conference and doctoral colloquium : saints and scholars |
| Authors: | Schembri, Jamil De Battista, Ivan |
| Keywords: | Convenience foods -- Malta Food industry and trade -- Malta Advertising -- Malta Consumers' preferences -- Malta Consumers -- Malta -- Attitudes |
| Issue Date: | 2025 |
| Publisher: | Academy of Marketing |
| Citation: | Schembri, J., & De Battista, I. (2025). Craving value: Factors shaping perceived advertising value and attitudes towards fast-food native advertisements. In D. Alton, S. Tanner, & M. McCarthy (Eds.), Proceedings of Academy of Marketing 2025 Annual Conference and Doctoral Colloquium: Saints and Scholars, University College Cork (pp. 118-119). Academy of Marketing. |
| Abstract: | Native advertisements, a relatively new form of advertising, have gained significant interest f rom organisations and marketing practitioners due to their ability to seamlessly blend with the non-paid content of media platforms, potentially reducing interference and disruption. Motivated by this rapid growth, this paper explores the factors influencing the perceived advertising value of fast-food native advertisements and examines how advertising value impacts customers’ attitudes. |
| URI: | https://www.um.edu.mt/library/oar/handle/123456789/140646 |
| ISBN: | 9781919647319 |
| Appears in Collections: | Scholarly Works - FacEMAMar |
Files in This Item:
| File | Description | Size | Format | |
|---|---|---|---|---|
| Craving value factors shaping perceived advertising value and attitudes towards fast food native advertisements 2025.pdf | 70.09 kB | Adobe PDF | View/Open |
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