TY - JOUR
T1 - Irritating or Enjoyable? Exploring the Effects of Soft-Text Native Advertising and Social Media Engagement Metrics
AU - Li, Kang
AU - Shen, Fuyuan
N1 - Publisher Copyright:
© 2023 Taylor & Francis Group, LLC.
PY - 2023
Y1 - 2023
N2 - 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.
AB - 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.
UR - http://www.scopus.com/inward/record.url?scp=85147012461&partnerID=8YFLogxK
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U2 - 10.1080/10496491.2023.2168325
DO - 10.1080/10496491.2023.2168325
M3 - Article
AN - SCOPUS:85147012461
SN - 1049-6491
VL - 29
SP - 992
EP - 1014
JO - Journal of Promotion Management
JF - Journal of Promotion Management
IS - 7
ER -