Social advertising effectiveness in driving action : A study of positive, negative and coactive appeals on social media
Journal article
Yousef, Murooj, Dietrich, Timo and Rundle-Thiele, Sharyn. (2021). Social advertising effectiveness in driving action : A study of positive, negative and coactive appeals on social media. International Journal of Environmental Research and Public Health. 18(11), p. Article 5954. https://doi.org/10.3390/ijerph18115954
Authors | Yousef, Murooj, Dietrich, Timo and Rundle-Thiele, Sharyn |
---|---|
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 | emotional appeals; social advertising; behavior change; social media; advertising effectiveness; charity advertising; environmental advertising |
Year | 2021 |
Journal | International Journal of Environmental Research and Public Health |
Journal citation | 18 (11), p. Article 5954 |
Publisher | Multidisciplinary Digital Publishing Institute (MDPI AG) |
ISSN | 1661-7827 |
Digital Object Identifier (DOI) | https://doi.org/10.3390/ijerph18115954 |
PubMed ID | 34206119 |
Scopus EID | 2-s2.0-85106965446 |
PubMed Central ID | PMC8199559 |
Open access | Published as ‘gold’ (paid) open access |
Page range | 1-19 |
Publisher's version | License File Access Level Open |
Output status | Published |
Publication dates | |
Online | 01 Jun 2021 |
Publication process dates | |
Accepted | 24 May 2021 |
Deposited | 07 Nov 2023 |
https://acuresearchbank.acu.edu.au/item/8zy6x/social-advertising-effectiveness-in-driving-action-a-study-of-positive-negative-and-coactive-appeals-on-social-media
Download files
Publisher's version
OA_Yousef_2021_Social_advertising_effectiveness_in_driving_action.pdf | |
License: CC BY 4.0 | |
File access level: Open |
28
total views19
total downloads0
views this month0
downloads this month