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7.1c Prosocial Native Advertising on Social Media: The Impact of Ad Relevance and Ad Type
Abstract
The current study tested the influence of ad relevance to media content and ad type (i.e., PSAs vs. cause-related brand ads) on the effectiveness of prosocial native advertising on social media. Two experiments were conducted on different social media platforms (i.e., Twitter and Instagram) with different prosocial issues (i.e., eating for heart health and environmental sustainability). Consistent with the congruity effects of schematic processing, results indicate that the relevance of prosocial native ads to normal social media content elicited more favorable ad perceptions and attitude. However, the effect of ad relevance was moderated by the type of prosocial ads. The positive influence of ad relevance was pronounced among PSAs but was not observed among cause-related brand ads. Personal relevance and perceived ad importance were identified as two significant mediators for the interaction between ad relevance and ad type on ad attitude. Implications of the study findings were discussed.
First & Corresponding Author
Yan Huang, Southern Methodist University
Authors in the order to be printed.
Yan Huang, Southern Methodist University; Hye Jin Yoon, Southern Methodist University