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The Differentiated Effect of Native Advertising Appeals on Consumer Engagement in SNS
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Physiological Responses
Social Media
Abstract
Native advertising (NA) in social network sites (SNS) is an advertising technique used to distribute an ad through the SNS paid advertising platforms. The paid ad is presented as part of the consumer's social media feed, in a sophisticated way, that integrates the ad appearing as any other post. The current research focuses on Facebook NA. This study examines user responses to manipulated NA appeals and suggests a conceptual framework to explain consumer behavior. Data were collected during a field experiment conducted on Facebook. A survey was distributed to followers who were exposed to the experiment. A structural path model suggests that there are two paths towards behavioral engagement: a direct path generated as a result of exposure to a personal ad appeal and an indirect path shaped by exposure to a social ad appeal. Additionally, it was found that the social ad appeal formed a psychological engagement process, elevating cognitive responses and behavior. Recommendations for practitioners are suggested.
First & Corresponding Author
Dorit Zimand-Sheiner, Ariel University
Authors in the order to be printed.
Dorit Zimand-Sheiner, Ofrit Kol, Shalom Levy