Are you on Timeline or News Feed? the roles of Facebook pages and construal level in increasing ad effectiveness

Dong Hoo Kim, Yoon Hi Sung, So Young Lee, Dongwon Choi, Youngjun Sung

Research output: Contribution to journalArticle

14 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)312-320
Number of pages9
JournalComputers in Human Behavior
Volume57
DOIs
Publication statusPublished - 2016 Apr 1

Keywords

  • Construal level theory
  • Facebook
  • Social networking advertising

ASJC Scopus subject areas

  • Arts and Humanities (miscellaneous)
  • Human-Computer Interaction
  • Psychology(all)

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