Prosocial native advertising on social media: effects of ad-context congruence, ad position and ad type

IF 3.1 4区 管理学 Q2 BUSINESS
Yan Huang, Hye Jin Yoon
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引用次数: 5

Abstract

Purpose Social media have become an increasingly important venue for prosocial campaigns. Competing for the public’s attention in the digital space is an ongoing challenge. This study aims to test the influence of ad-context congruence, ad position and ad type (i.e. public service advertising [PSA] vs cause-related brand [CRB] advertising) on the effectiveness of prosocial native advertising on social media. Design/methodology/approach Two experiments were conducted on different social media platforms (i.e. Twitter and Instagram) with varied prosocial issues (i.e. healthy eating and environmental sustainability). Findings Experiment 1 indicated that the congruence between prosocial native ads and social media feeds elicited greater ad involvement and a more favorable ad attitude, regardless of ad position. Experiment 2 revealed that such an impact was contingent on whether the prosocial native ad was a public service ad or a CRB ad. The positive influence of ad-context congruence was pronounced among public service ads but was not observed among CRB ads. Perceived ad involvement mediated the interaction effects between ad-context congruence and ad type on ad attitude and behavioral intention. Originality/value The study extends ad-context congruence research to the context of prosocial native advertising on social media. Moreover, it identifies ad type as a boundary condition for the congruence effects and reveals that increased ad involvement is the mechanism underlying the positive effect of congruent PSA.
社交媒体上的亲社会原生广告:广告-语境一致性、广告位置和广告类型的影响
社交媒体已经成为亲社会运动越来越重要的场所。在数字领域争夺公众的注意力是一项持续的挑战。本研究旨在测试广告-语境一致性、广告位置和广告类型(即公益广告[PSA] vs事业相关品牌[CRB]广告)对社交媒体上亲社会原生广告效果的影响。设计/方法/方法在不同的社交媒体平台(即Twitter和Instagram)上进行了两个实验,涉及不同的亲社会问题(即健康饮食和环境可持续性)。研究发现:实验1表明,无论广告位置如何,亲社会原生广告与社交媒体信息源之间的一致性都会引起更大的广告投入和更有利的广告态度。实验2表明,这种影响取决于亲社会原生广告是公益广告还是CRB广告。广告-情境一致性在公益广告中有显著的正向影响,而在CRB广告中没有显著的正向影响。感知广告投入在广告-情境一致性和广告类型对广告态度和行为意向的交互作用中起中介作用。原创性/价值本研究将广告-语境一致性研究扩展到社交媒体上亲社会原生广告的语境。此外,该研究还将广告类型确定为同余效应的边界条件,并揭示了广告参与的增加是同余PSA积极效应的机制。
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
CiteScore
4.60
自引率
29.20%
发文量
33
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