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Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX

Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.

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3.2c The Focus Talks: Impact of Regulatory Focus on Social Media Language and Advertising Effectiveness

Friday, March 29, 2019 at 2:45 PM–4:15 PM CDT
2-Normandy B

This study investigated the relationship between consumer’s regulatory focus and the language of their social media postings. Analysis of participants’ (N = 165) Twitter postings revealed that promotion-focused consumer employed significantly more language that describe benefits and ideals than language that describe risks and duties in their tweets; however, no differences in social media language was found for prevention-focused consumer. Promotion and prevention-focused participants also took part in an experiment in which they saw advertisements on Twitter feed that varied in the frame (gain vs. loss) and information load (low vs. high). Results showed that participants were more likely to recognize an ad when the information load is low rather than high. Information load was also found to moderate the interaction effects between regulatory focus and ad frame on ad memory, but not on attitude toward the ad. The implications of regulatory focus for advertising on social media are discussed.

First & Corresponding Author

Giang V. Pham, University of Illinois at Urbana-Champaign
Authors in the order to be printed.

Giang V. Pham, University of Illinois at Urbana-Champaign

Additional Authors