Social Information in Facebook News Feed Ads: Effects of Personal Relevance and Brand Familiarity
Mass Communication and Journalism
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.
Journal of Promotion Management
(2018). Social Information in Facebook News Feed Ads: Effects of Personal Relevance and Brand Familiarity. Journal of Promotion Management, 25(4), 570-588.
Available at: https://aquila.usm.edu/fac_pubs/15719