Irritating or Enjoyable? Exploring the Effects of Soft-Text Native Advertising and Social Media Engagement Metrics

Kang Li, Zayed University
Fuyuan Shen, Pennsylvania State University

Document Type

Article

Source of Publication

Journal of Promotion Management

Publication Date

1-22-2023

Abstract

This research explored the underlying mechanisms of soft-text native advertising’s effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers’ purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners.

ISSN

1049-7594

Publisher

Informa UK Limited

Volume

ahead-of-print

Issue

ahead-of-print

First Page

1

Last Page

23

Disciplines

Business

Keywords

soft-text native advertising, hard-sell advertising, social media, mobile media, engagement metrics, ad effectiveness

Indexed in Scopus

no

Open Access

no

Link to Full Text

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