The Effects of Product Type, Product Involvement and Technology Fluidity on Flow and Newsfeed Advertising

ABSTRACT

Existing research explaining product and technology factors influencing the effectiveness of newsfeed ads embedded in social media platforms remains scarce. Applying the flow concept and technology fluidity theory, this experiment explored how product and technological factors influenced consumers’ interaction with and evaluation of newsfeed ads on Facebook. Results showed that product type (think vs. feel) but not product involvement level (high vs. low), influenced immersion (a flow dimension) with the ad. While technology fluidity predicted users’ sense of control (a second flow dimension) of the ad, the two flow dimensions were positively related to attitude toward the newsfeed ad.

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Funding

This work was supported by the Graduate School, University of Connecticut.

Notes on contributors

Xiaowen Xu

Xiaowen Xu (Ph.D. University of Connecticut) is an Assistant Professor of strategic communication at Butler University. Her research interests include advertising and multicultural marketing on new media. She has been working on media effects projects regarding cognitive, emotional and behavioral responses in consumer, health and pro-environmental behavior contexts.

Carolyn A. Lin

Carolyn A. Lin (Ph.D., Michigan State University) is a Professor in the Department of Communication at the University of Connecticut. Her research interests include conducting strategic communication studies in the areas of advertising, marketing, risk communication, health equity, environmental justice, intercultural competence, and human-computer interaction.