Impact of death-related media information on the effectiveness of in-feed advertising: A compensatory consumption perspective

IF 11 1区管理学 Q1 BUSINESS

Journal of Retailing and Consumer Services Pub Date : 2024-10-03 DOI:10.1016/j.jretconser.2024.104098

Rong Cao , Mingyue Yue , Jianuo Yu, Feng Wang, Ping Li

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引用次数: 0

Abstract

With the increasing availability of news related to unexpected and catastrophic events, such as public health issues, natural disasters, murder cases, and terrorist attacks, the coexistence of death-related media information and commercial advertising has become prevalent in media platforms. This study is to clarify whether, when, and why death-related media information impacts the effectiveness of in-feed advertising. We conducted a field study along with three laboratory experiments. Results indicated that users are more likely to click in-feed advertising when it was exposed to death-related information compared to information unrelated to death. Moreover, this positive effect would be amplified when the ads framing is loss (vs. gain) or the ads image brightness is high (vs. low). The findings not only enrich literature on death-related information but also contributes to practice regarding how to improve the effectiveness of in-feed advertising.

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与死亡有关的媒体信息对内嵌广告效果的影响：补偿性消费视角

随着公共卫生问题、自然灾害、谋杀案件和恐怖袭击等突发灾难性事件相关新闻的日益增多，与死亡相关的媒体信息和商业广告在媒体平台上的共存已变得十分普遍。本研究旨在阐明与死亡相关的媒体信息是否、何时以及为何会影响内推广告的效果。我们进行了一项实地研究和三项实验室实验。结果表明，与与死亡无关的信息相比，当与死亡相关的信息出现时，用户更有可能点击内推广告。此外，当广告框架是损失（与收益）或广告图像亮度高（与亮度低）时，这种积极效应会被放大。研究结果不仅丰富了有关死亡相关信息的文献，而且对如何提高馈送广告的有效性也有帮助。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Retailing and Consumer Services BUSINESS-

CiteScore

20.40

自引率

14.40%

发文量

340

审稿时长

20 days

期刊介绍： The Journal of Retailing and Consumer Services is a prominent publication that serves as a platform for international and interdisciplinary research and discussions in the constantly evolving fields of retailing and services studies. With a specific emphasis on consumer behavior and policy and managerial decisions, the journal aims to foster contributions from academics encompassing diverse disciplines. The primary areas covered by the journal are: Retailing and the sale of goods The provision of consumer services, including transportation, tourism, and leisure.