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Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media.
Yousef, Murooj; Dietrich, Timo; Rundle-Thiele, Sharyn.
  • Yousef M; Social Marketing @ Griffith, Nathan Campus, Griffith Business School, Griffith University, Brisbane, QLD 4111, Australia.
  • Dietrich T; Social Marketing @ Griffith, Nathan Campus, Griffith Business School, Griffith University, Brisbane, QLD 4111, Australia.
  • Rundle-Thiele S; Social Marketing @ Griffith, Nathan Campus, Griffith Business School, Griffith University, Brisbane, QLD 4111, Australia.
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.
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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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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