Social Information in Facebook News Feed Ads: Effects of Personal Relevance and Brand Familiarity

Document Type

Article

Publication Date

10-15-2018

Department

Mass Communication and Journalism

School

Communication

Abstract

The current research examined effects of the “social information” feature in Facebook news feed ads, in relation to personal relevance and brand familiarity. Ads with social information did not always lead to more favorable advertising and brand perceptions. However, interaction effects were found among social information, personal relevance, and brand familiarity, in terms of attitude-toward-the-ad and purchase intention. Social information could help create more favorable advertising responses for unfamiliar and low-relevance brands.

Publication Title

Journal of Promotion Management

Volume

25

Issue

4

First Page

570

Last Page

588

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