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Impacts of Ad Congruence and Advertising Skepticism on the Effectiveness of Covert Advertising in WeChat Official Accounts
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Social Media
Abstract
WeChat, as the most popular social media application in China, is now one of the most dynamic advertising platforms in this country. Specifically, there is an increasing number of covert advertisements used in the articles in the WeChat Official Accounts which people follow based on their interested topics. These ads are also known as the sponsored editorial content in WeChat Official Accounts. The current study examined the effects of individuals’ advertising skepticism and the ad congruence on consumers’ perception of the advertising effectiveness, as well as the mediating effect of advertising value. Results revealed supportive evidence of the main effect of advertising skepticism as well as the interaction effect between advertising skepticism and ad congruence on ad effectiveness. The moderated mediation analysis confirmed that advertising value accounted for the identified interaction effect. Theoretical contributions and practical implications are discussed.
First & Corresponding Author
Jing Yang, Michigan State University
Authors in the order to be printed.
Jing Yang, Mengtian Jiang, Linwan Wu