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, 22, 62)21_Publication in refereed journal

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Original languageEnglish
Pages (from-to)396–433
Journal / PublicationJournal of Promotion Management
Issue number3
Online published9 Dec 2019
Publication statusPublished - 2020


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