Name
Title | ||
|---|---|---|
Are you on Timeline or News Feed? The roles of Facebook pages and construal level in increasing ad effectiveness. |
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) × 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. |
Year | DOI | Venue |
|---|---|---|
2016 | 10.1016/j.chb.2015.12.031 | Computers in Human Behavior |
Keywords | Field | DocType |
Facebook,Social networking advertising,Construal level theory | Social psychology,Message type,Social relationship,Psychology,Construals,Timeline,Cyberpsychology,Construal level theory | Journal |
Volume | ISSN | Citations |
57 | 0747-5632 | 3 |
PageRank | References | Authors |
0.49 | 9 | 5 |
Name | Order | Citations | PageRank |
|---|---|---|---|
| Dong Hoo Kim | 1 | 9 | 1.30 |
| Yoon Hi Sung | 2 | 3 | 0.49 |
| So Young Lee | 3 | 36 | 4.97 |
| Dongwon Choi | 4 | 3 | 0.49 |
| Yongjun Sung | 5 | 31 | 4.48 |