Platform Variation and Content Variation on Social Media : A Dual-Route Model of Cognitive and Experiential Effects
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
Author(s)
Related Research Unit(s)
Detail(s)
| Original language | English |
|---|---|
| Pages (from-to) | 396–433 |
| Journal / Publication | Journal of Promotion Management |
| Volume | 26 |
| Issue number | 3 |
| Online published | 9 Dec 2019 |
| Publication status | Published - 2020 |
Link(s)
Abstract
The present study examined the effects of platform selection (cross-platform vs. single-platform) and content strategy (varied ads vs. repeated ads) on purchase intention via two mediating routes: cognitive and experiential routes. The results from a 2 × 2 online experimental study found that content variation outperformed content repetition in terms of eliciting more positive ad-related thoughts, increasing ad credibility, and enhancing experiential pleasure, resulting in an increase in purchase intention, suggesting a dual-route model of variation effects. The difference between cross-platform and single-platform was in experiential pleasure such that participants experienced more pleasure when exposed to multiple social media.
Research Area(s)
- cross-platform advertising, content variation, elaboration, ad credibility, experiential pleasure, social media
Citation Format(s)
Platform Variation and Content Variation on Social Media: A Dual-Route Model of Cognitive and Experiential Effects. / Huang, Guanxiong.
In: Journal of Promotion Management, Vol. 26, No. 3, 2020, p. 396–433.
In: Journal of Promotion Management, Vol. 26, No. 3, 2020, p. 396–433.
Research output: Journal Publications and Reviews › RGC 21 - Publication in refereed journal › peer-review
