谁发布的广告：广告作者身份对信息流广告效果的影响

IF 4.4 3区管理学 Q2 BUSINESS

Journal of Consumer Behaviour Pub Date : 2024-08-22 DOI:10.1002/cb.2391

Chenya Ma, Hang Zhou, Ling Wang, Yushi Jiang

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引用次数: 0

摘要

广告商发布的推送广告通常有两种作者身份：品牌或影响者，但这两种作者之间的推送广告效果却鲜为人知。在本研究中，我们探讨了广告作者身份（品牌与影响者）和品牌类型（奢侈与大众）对广告效果的交互作用及其机制，并基于刻板印象内容模型检验了向上社会比较的调节作用。通过对 "最受关注微信时刻广告 "的二手数据进行编码，一项试验性研究发现，由品牌（相对于影响者）撰写的奢侈品（相对于大众品牌）广告比例更高。研究 1 采用眼动跟踪技术来确定广告作者和品牌类型对视觉注意力的交互影响。研究 2 进一步确定了感知能力和温暖度为中介因素。研究 3 验证了向上社会比较对上述效应的调节作用。本文通过展示广告作者身份和品牌类型对广告效果的交互影响，为内推广告的理论文献做出了贡献。它还为奢侈品或大众品牌战略性地利用品牌本身或影响者进行广告宣传提供了有价值的见解。

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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Who posts the advertisement: The influence of advertising authorship on in‐feed advertising effectiveness

Advertisers typically publish in‐feed ads with two types of authorship: brand or influencer, yet little is known about the effectiveness of in‐feed ads between these two authors. In this study, we investigated the interactions and mechanisms of ad authorship (brand vs. influencer) and brand type (luxury vs. mass) on advertising effectiveness, and tested the moderating effect of upward social comparison based on the stereotype content model. A pilot study, by coding the secondary data from Most Liked WeChat Moment Ads, found that a greater proportion of luxury (vs. mass) brands were authored by brands (vs. influencers). Study 1 used eye tracking technique to identify the interactive effect of ad authorship and brand type on visual attention. Study 2 further identified perceived competence and warmth as mediators. Study 3 verified the moderating effect of upward social comparison on the above effects. This paper contributes to the theoretical literature on in‐feed advertising by showing the interactive effect of advertising authorship and brand types on advertising effectiveness. It also offers valuable insights for luxury or mass brands on strategically leveraging the brand itself or influencer for advertising.

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来源期刊

Journal of Consumer Behaviour BUSINESS-

CiteScore

7.30

自引率

11.60%

发文量

期刊介绍： The Journal of Consumer Behaviour aims to promote the understanding of consumer behaviour, consumer research and consumption through the publication of double-blind peer-reviewed, top quality theoretical and empirical research. An international academic journal with a foundation in the social sciences, the JCB has a diverse and multidisciplinary outlook which seeks to showcase innovative, alternative and contested representations of consumer behaviour alongside the latest developments in established traditions of consumer research.