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Are you on Timeline or News Feed? The roles of Facebook pages and construal level in increasing ad effectiveness

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dc.contributor.authorKim, Dong Hoo-
dc.contributor.authorSung, Yoon Hi-
dc.contributor.authorLee, So Young-
dc.contributor.authorChoi, Dongwon-
dc.contributor.authorSung, Yongjun-
dc.date.accessioned2021-09-04T01:05:47Z-
dc.date.available2021-09-04T01:05:47Z-
dc.date.created2021-06-17-
dc.date.issued2016-04-
dc.identifier.issn0747-5632-
dc.identifier.urihttps://scholar.korea.ac.kr/handle/2021.sw.korea/89074-
dc.description.abstractThis 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.-
dc.languageEnglish-
dc.language.isoen-
dc.publisherPERGAMON-ELSEVIER SCIENCE LTD-
dc.subjectSOCIAL DISTANCE-
dc.subjectSELF-
dc.subjectPERSONALITY-
dc.subjectPERCEPTION-
dc.subjectOBSERVER-
dc.subjectOTHERS-
dc.subjectPEOPLE-
dc.subjectACTOR-
dc.titleAre you on Timeline or News Feed? The roles of Facebook pages and construal level in increasing ad effectiveness-
dc.typeArticle-
dc.contributor.affiliatedAuthorSung, Yongjun-
dc.identifier.doi10.1016/j.chb.2015.12.031-
dc.identifier.scopusid2-s2.0-84952359922-
dc.identifier.wosid000370457800035-
dc.identifier.bibliographicCitationCOMPUTERS IN HUMAN BEHAVIOR, v.57, pp.312 - 320-
dc.relation.isPartOfCOMPUTERS IN HUMAN BEHAVIOR-
dc.citation.titleCOMPUTERS IN HUMAN BEHAVIOR-
dc.citation.volume57-
dc.citation.startPage312-
dc.citation.endPage320-
dc.type.rimsART-
dc.type.docTypeArticle-
dc.description.journalClass1-
dc.description.journalRegisteredClassssci-
dc.description.journalRegisteredClassscopus-
dc.relation.journalResearchAreaPsychology-
dc.relation.journalWebOfScienceCategoryPsychology, Multidisciplinary-
dc.relation.journalWebOfScienceCategoryPsychology, Experimental-
dc.subject.keywordPlusSOCIAL DISTANCE-
dc.subject.keywordPlusSELF-
dc.subject.keywordPlusPERSONALITY-
dc.subject.keywordPlusPERCEPTION-
dc.subject.keywordPlusOBSERVER-
dc.subject.keywordPlusOTHERS-
dc.subject.keywordPlusPEOPLE-
dc.subject.keywordPlusACTOR-
dc.subject.keywordAuthorFacebook-
dc.subject.keywordAuthorSocial networking advertising-
dc.subject.keywordAuthorConstrual level theory-
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