How different advertising formats and calls to action on videos affect advertising recognition and consequent behaviours

ABSTRACT

With theoretical foundations grounded on the Persuasion Knowledge Model, we conducted an online experiment to examine how the formats and calls to action (CTA) of Facebook’s native advertising impact consumers’ recognition in a specific advertisement. A 3 × 3 factorial between-subjects design was employed. We found that presenting an advertisement in a video format and a CTA using a ‘shop now’ function can increase advertising recognition when compared to other approaches. Additionally, we also found that different levels of advertising recognition generally lead to different levels of perceived entertainment, credibility, irritation, and behavioural share intention, and to different levels of understanding of persuasive intention.

摘要

藉由說服知識模型的理論基礎，我們進行線上實驗，來檢視臉書中的原生廣告中的廣告格式和行動呼籲(CTA)，如何影響消費者在特定廣告中的廣告認知。我們採用3×3階乘的受試者設計。我們發現，較諸其他方法相比，藉由視頻格式和行動呼籲呈現的廣告，使用‘立即購買’功能，將會提升廣告認知程度。此外，我們發現不同層級的廣告認知，一般會導致不同程度的娛樂感知、可信度、惱怒刺激、和行為分享意圖，並且對於不同層次的說服意圖認知產生不同的結果。

KEYWORDS:

• Advertising
• advertising format
• calls to action
• Facebook
• advertising recognition
• social networking sites

關鍵詞:

• 廣告
• 廣告格式
• 行動呼籲
• 臉書
• 廣告認知
• 社交網站

Disclosure statement

No potential conflict of interest was reported by the authors.