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Are you on Timeline or News Feed? The roles of Facebook pages and construal level in increasing ad effectiveness
- Issue Date
- 4월-2016
- Publisher
- PERGAMON-ELSEVIER SCIENCE LTD
- Keywords
- Facebook; Social networking advertising; Construal level theory
- Citation
- COMPUTERS IN HUMAN BEHAVIOR, v.57, pp.312 - 320
- Indexed
- SSCI
SCOPUS
- Journal Title
- COMPUTERS IN HUMAN BEHAVIOR
- Volume
- 57
- Start Page
- 312
- End Page
- 320
- ISSN
- 0747-5632
- Abstract
- This study examines how psychological distance between a user and a Facebook page (Timeline vs. News Feed) impacts the effectiveness of advertising messages framed by two different construal levels (high- vs. low-level construal). Based on construal level theory, a 2 (Psychological distance: distant vs. proximal) x 2 (Message type: high-level vs. low-level construals) factorial design was employed. The results of the study showed that individuals accessing the News Feed page responded more favorably to abstractly framed desirability-focused messages than concretely framed feasibility-focused messages. In contrast, individuals accessing the Timeline page showed more positive reactions to concretely framed feasibility-focused messages compared to abstractly framed desirability-focused messages. The study concludes with the discussions of theoretical and empirical implications and recommendations for future research. (C) 2015 Elsevier Ltd. All rights reserved.
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Collections - School of Psychology > School of Psychology > 1. Journal Articles
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