Purpose: The purpose of this study is to examine if there is a relationship between search engine users advertising awareness and attitude towards organic- and/or paid search results. Hypothesis: H1: The attitude toward Google´s paid search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. H2: The attitude toward Google´s organic search results is significantly more negative for search engine users who successfully identify more than 75% of Google´s paid search results on the search results page compared to search engine users who successfully identified less than 75% of Google´s paid search results on the search results page. Methodology: The study is based on the positivist research paradigm and has a quantitative research method and a deductive approach. The research design is a cross- sectional study and a survey has been chosen as a data collection method. The data analysis was completed using the computer program IBM SPSS. Results: The results show that there is no relationship between the search engine user´s attitude towards Google´s paid search results and the search engine user´s ad awareness, which means that the null hypothesis 1 cannot be rejected. The results also show that search engine user´s attitude towards Google´s organic search results is significantly more positive for search engine users who identified more than 75% of Google´s paid search results on the search results page as compared to search engine user´s successfully identified less than 75% of Google´s paid search results on the search results page, meaning, the null hypothesis 2 cannot be rejected. Contributions: The theoretical contribution is related to persuasion knowledge model (PKM) and shows that (1) search engine user´s activation of persuasion knowledge does not necessarily create a more negative attitude towards paid search results. (2) Search engine user´s activation of persuasion knowledge creates a more positive attitude towards organic search results. The practical contribution is given to Google and is based on the fact that (1) Google can clarify its ad disclosure without the risk of search engine users creating more negative attitude towards paid search results. (2) Google can clarify the ad disclosure, which will lead to more positive attitude towards organic search results for search engine users. / Syfte: Syftet med studien är att undersöka om det finns ett samband mellan sökmotoranvändares annonsmedvetenhet och attityd mot organiska- och/eller betalda sökresultat. Hypoteser: H1: Attityden mot Googles betalda sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. H2: Attityden mot Googles organiska sökresultat är signifikant mer negativ för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan. Metod: Studien grundar sig på det positivistiska forskningsparadigmet och har en kvantitativ forskningsmetod och en deduktiv ansats. Forskningsdesignen är tvärsnittsstudie och enkät har valts som insamlingsmetod. Dataanalysen är gjord med hjälp av dataprogrammet IBM SPSS. Resultat: Resultatet visar att det inte finns något samband mellan sökmotoranvändares attityd mot Googles betalda sökresultat och sökmotoranvändares annonsmedvetenhet vilket innebär att nollhypotes 1 inte kan förkastas. Resultatet visar även att sökmotoranvändares attityd mot Googles organiska sökresultat är signifikant mer positiv för sökmotoranvändare som identifierar mer än 75% av Googles betalda sökresultat på sökresultatsidan i jämförelse med sökmotoranvändare som lyckas identifiera mindre än 75% av Googles betalda sökresultat på sökresultatsidan vilket innebär att nollhypotes 2 inte förkastas. Studiens bidrag: Det teoretiska bidraget är relaterat till persuasion knowledge model (PKM) och visar att (1) sökmotoranvändares aktivering av persuasion knowledge inte nödvändigtvis skapar en mer negativ attityd mot betalda sökresultat. (2) Sökmotoranvändares aktivering av persuasion knowledge skapar en mer positiv attityd mot organiska sökresultat. Det praktiska bidraget ges till Google och bygger på att (1) Google kan tydliggöra sin annonsmärkning utan risk att sökmotoranvändarna får en mer negativ attityd mot Googles betalda sökresultat. (2) Google kan tydliggöra annonsmärkningen vilket kommer leda till att sökmotoranvändarna får en mer positiv attityd mot Googles organiska sökresultat.

Background: Online marketing tactics designed to have a minimized impact on consumer experience have emerged recently whereas native advertising is one concept. Native advertising is an approach designed to decrease interruptions in consumers’ online experience by matching the form and functions of the platform in which the advertisement appears. It occurs online, with the one characteristic in common that it should not disrupt or negatively affect consumer experience. The desire to minimize consumer disruption has led to that native advertising in its most effective nature can be difficult for the reader to identify, which leads to the discussion of whether the tactic is deceptive. It is found that ad disclosures are frequently the only thing that separates native ads from commercial content. Unexplored areas in the literature exist, which include if native ad disclosures can be made more efficient with the use of brand disclosures.  Purpose: The purpose of this thesis is to investigate if brand disclosure in native advertisements affects consumers’ native ad recognition ability.  Method: Data was collected through an eye-tracking experiment, exploring if brand disclosures affect the native ad recognition ability. The experiment was created in Tobii Pro Lab which tracked participants’ real-time physiological reactions. Results were complemented with a questionnaire and data was analyzed in SPSS. The sample consisted of 60 students at Jönköping University.  Findings: The analysis illustrates that the experimental test group which received brand disclosures of high prominence showed an increased ability to recognize and identify native advertisements as promotional content compared to the control group. By implementing Mann-Whitney U tests and a Chi-Square test in order to test the hypotheses, results were found significant. The hypotheses were supported and could not be rejected, which resulted in the conclusion that brand disclosures increase the native ad recognition ability.