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, Yongjun Sung

Research output: Contribution to journalArticlepeer-review

23 Scopus citations

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 (US)
Pages (from-to)312-320
Number of pages9
JournalComputers in Human Behavior
Volume57
DOIs
StatePublished - Apr 1 2016
Externally publishedYes

All Science Journal Classification (ASJC) codes

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

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