Research on the Matching Effect of Social Media Advertising Appeal and Narrative Person: Evidence from China

Research on the Matching Effect of Social Media Advertising Appeal and Narrative Person: Evidence from China

The burgeoning landscape of social media advertising also faces a myriad of challenges. This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer attitudes towards social media advertising. Based o...

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Bibliographic Details
Main Authors: Yu Jia, Jinyan Yu, Tianyuan Liu, Jiashen Huang, Wenlong Mu, Fengfeng Deng
Format: Article
Language:English
Published: MDPI AG 2024-10-01
Series:Journal of Theoretical and Applied Electronic Commerce Research
Subjects:
digital advertising
interactive marketing communication
construal level theory
advertising narrative
message framing
Online Access:https://www.mdpi.com/0718-1876/19/4/143
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