Examining the determinants of perceived advertising value and attitudes toward fast-food native advertisements

Purpose Despite the growing popularity of native advertisements among organizations and marketers, there remains limited research on the factors influencing customers’ perceived value of native advertisements, particularly in the fast-food industry. Consequently, this study aims to identify the factors influencing the perceived advertising value of fast-food native advertisements and explore the relationship between advertising value and customer attitudes. Design/methodology/approach To address the identified research gap, a closed-ended questionnaire was employed and administered across social networking sites, and the results were analyzed using SPSS and SmartPLS. Findings This study revealed that informative, entertaining, personalized, interactive, credible and non-irritating fast-food native advertisements positively impact customers’ perceived advertising value. Additionally, higher levels of value generated by these advertisements result in a more positive customer attitude toward them. Originality/value By addressing the current research gap, this study provides new theoretical insights into the literature on native advertisements, as no previous studies have collectively tested these six factors within the context of native advertisements in the fast-food industry.