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Global Conference 2019

del 12 al 16 de July del 2019

Peking University, Beijing, China

Proposal authors can use this tool to see where they have been placed in the agenda. Please scroll down to search by Author Name (Note: if the submitting author did not add all authors to the ProposalSpace form, only First & Corresponding Author will be searchable), or by Date/Time.

 

Impacts of Ad Congruence and Advertising Skepticism on the Effectiveness of Covert Advertising in WeChat Official Accounts

sábado, el 13 de julio de 2019 a las 15:15–16:30 CST
2 Room 2
Keywords: Please select at least two and no more than four. Hold the CTRL key to select multiple
Persuasion Knowledge/Skepticism
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

Additional Authors

Mengtian Jiang, University of Kentucky
Linwan Wu, University of South Carolina
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