Open AccessSocial Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media
Author(s) -
Murooj Yousef,
Timo Dietrich,
Sharyn RundleThiele
Publication year - 2021
Publication title -
international journal of environmental research and public health
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.747
H-Index - 113
eISSN - 1661-7827
pISSN - 1660-4601
DOI - 10.3390/ijerph18115954
Subject(s) - social media , appeal , advertising , context (archaeology) , psychology , action (physics) , appeal to emotion , social psychology , computer science , political science , business , world wide web , paleontology , physics , quantum mechanics , law , biology
Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals' effectiveness in driving engagement and actions on and beyond social media platforms.
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