THE PARADOX OF NATIVE ADVERTISING PERCEPTION: NEUROMARKETING ASSESSMENT OF INFLUENCER INTEGRATIONS IN ADVERTISING CREATIVES

Abstract

This study investigates the paradox of native advertising perception in influencer integrations. A mixed-methods neuromarketing design was employed: FaceReader facial emotion recognition data were triangulated with post-viewing survey results. Four influencer videos from a Kazakh influencer agency served as stimuli — two native and two aggressive format (N = 11). The findings demonstrate that the key driver of emotional response is not the native vs. aggressive dichotomy, but the product reveal moment and the degree of product-influencer fit. A systematic engagement–interest gap was identified: viewers engage with content but do not develop product interest. A divergence between involuntary facial reactions and conscious self-assessment was discovered, explained through the Persuasion Knowledge Model. A conceptual model of influencer integration perception is proposed, integrating perception theory, PKM, and cognitive dissonance. The results have practical implications for optimizing creative processes at influencer agencies.