Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media.
Int J Environ Res Public Health
; 18(11)2021 06 01.
Article
in English
| MEDLINE | ID: covidwho-1266730
ABSTRACT
BACKGROUND:
Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals' effectiveness in driving engagement and actions on and beyond social media platforms.METHOD:
In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests.RESULTS:
The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals.CONCLUSION:
Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.Keywords
Full text:
Available
Collection:
International databases
Database:
MEDLINE
Main subject:
Automobile Driving
/
Social Media
Type of study:
Experimental Studies
Limits:
Humans
Language:
English
Year:
2021
Document Type:
Article
Affiliation country:
Ijerph18115954
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