Platform Variation and Content Variation on Social Media : A Dual-Route Model of Cognitive and Experiential Effects
Related Research Unit(s)
|Journal / Publication||Journal of Promotion Management|
|Online published||9 Dec 2019|
|Publication status||Published - 2020|
|Link to Scopus||https://www.scopus.com/record/display.uri?eid=2-s2.0-85076406320&origin=recordpage|
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.
- cross-platform advertising, content variation, elaboration, ad credibility, experiential pleasure, social media
Journal of Promotion Management, Vol. 26, No. 3, 2020, p. 396–433.
Research output: Journal Publications and Reviews (RGC: 21, 22, 62) › 21_Publication in refereed journal