{"title":"人气线索和同行认可对自信型社交媒体广告的影响","authors":"Ashish Agarwal, Shun-Yang Lee, Andrew B. Whinston","doi":"10.1287/isre.2021.0606","DOIUrl":null,"url":null,"abstract":"Social media platforms, like Facebook, often display assertive call-to-action (CTA) ads that encourage direct purchases or app installs. These ads can show popularity cues (e.g., number of “likes”) and peer endorsements (e.g., friends who “liked” the ad). Although such signals can positively influence user engagement for informational ads, our research reveals they can backfire for assertive CTA ads. Through field tests on Facebook and incentive-compatible experiments, we find that popularity cues do not improve and that peer endorsements actually harm click performance on assertive CTA ads. The negative effect of peer endorsements is amplified when they come from dissimilar friends. Underlying this effect is users’ persuasion knowledge getting activated; they view these signals as manipulative advertising tactics for the assertive CTAs, resulting in psychological reactance. However, the detrimental impact is mitigated when peer endorsements come from friends with similar preferences. For advertisers, our findings suggest discounting popularity and peer endorsement metrics when evaluating assertive CTA ad performance. Platforms, like Facebook, should also consider making these signals optional for such ads. Overall, exercising discretion with these social proof signals for assertive purchase/install messaging can improve advertising outcomes.","PeriodicalId":5,"journal":{"name":"ACS Applied Materials & Interfaces","volume":" 27","pages":""},"PeriodicalIF":8.3000,"publicationDate":"2024-06-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The Effect of Popularity Cues and Peer Endorsements on Assertive Social Media Ads\",\"authors\":\"Ashish Agarwal, Shun-Yang Lee, Andrew B. Whinston\",\"doi\":\"10.1287/isre.2021.0606\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Social media platforms, like Facebook, often display assertive call-to-action (CTA) ads that encourage direct purchases or app installs. These ads can show popularity cues (e.g., number of “likes”) and peer endorsements (e.g., friends who “liked” the ad). Although such signals can positively influence user engagement for informational ads, our research reveals they can backfire for assertive CTA ads. Through field tests on Facebook and incentive-compatible experiments, we find that popularity cues do not improve and that peer endorsements actually harm click performance on assertive CTA ads. The negative effect of peer endorsements is amplified when they come from dissimilar friends. Underlying this effect is users’ persuasion knowledge getting activated; they view these signals as manipulative advertising tactics for the assertive CTAs, resulting in psychological reactance. However, the detrimental impact is mitigated when peer endorsements come from friends with similar preferences. For advertisers, our findings suggest discounting popularity and peer endorsement metrics when evaluating assertive CTA ad performance. Platforms, like Facebook, should also consider making these signals optional for such ads. Overall, exercising discretion with these social proof signals for assertive purchase/install messaging can improve advertising outcomes.\",\"PeriodicalId\":5,\"journal\":{\"name\":\"ACS Applied Materials & Interfaces\",\"volume\":\" 27\",\"pages\":\"\"},\"PeriodicalIF\":8.3000,\"publicationDate\":\"2024-06-07\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"ACS Applied Materials & Interfaces\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1287/isre.2021.0606\",\"RegionNum\":2,\"RegionCategory\":\"材料科学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"MATERIALS SCIENCE, MULTIDISCIPLINARY\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"ACS Applied Materials & Interfaces","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1287/isre.2021.0606","RegionNum":2,"RegionCategory":"材料科学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"MATERIALS SCIENCE, MULTIDISCIPLINARY","Score":null,"Total":0}
The Effect of Popularity Cues and Peer Endorsements on Assertive Social Media Ads
Social media platforms, like Facebook, often display assertive call-to-action (CTA) ads that encourage direct purchases or app installs. These ads can show popularity cues (e.g., number of “likes”) and peer endorsements (e.g., friends who “liked” the ad). Although such signals can positively influence user engagement for informational ads, our research reveals they can backfire for assertive CTA ads. Through field tests on Facebook and incentive-compatible experiments, we find that popularity cues do not improve and that peer endorsements actually harm click performance on assertive CTA ads. The negative effect of peer endorsements is amplified when they come from dissimilar friends. Underlying this effect is users’ persuasion knowledge getting activated; they view these signals as manipulative advertising tactics for the assertive CTAs, resulting in psychological reactance. However, the detrimental impact is mitigated when peer endorsements come from friends with similar preferences. For advertisers, our findings suggest discounting popularity and peer endorsement metrics when evaluating assertive CTA ad performance. Platforms, like Facebook, should also consider making these signals optional for such ads. Overall, exercising discretion with these social proof signals for assertive purchase/install messaging can improve advertising outcomes.
期刊介绍:
ACS Applied Materials & Interfaces is a leading interdisciplinary journal that brings together chemists, engineers, physicists, and biologists to explore the development and utilization of newly-discovered materials and interfacial processes for specific applications. Our journal has experienced remarkable growth since its establishment in 2009, both in terms of the number of articles published and the impact of the research showcased. We are proud to foster a truly global community, with the majority of published articles originating from outside the United States, reflecting the rapid growth of applied research worldwide.