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The online advertising industry continues to grow and accounts for over 40%of global advertising spending. Online display advertising consists of imagesand text, and advertisers maximize sales revenue by contacting consumersthrough advertisements and encouraging them to make purchases. In today'ssociety, where products are becoming more homogenized and needs arediversifying, appealing to consumer psychology through advertisements isbecoming increasingly important. However, it is not sufficiently clear whatkind of appeal influences consumer psychology. In this study, we quantified theappeal of the text in advertisements for health products and cosmetics, whichwere actually delivered in Instagram advertisements (one of displayadvertisements), by applying linguistic inquiry and word count (LIWC). Thecorrelation between click-through rate (CTR) and the text was analyzed. Theresults showed that negative appeals that arouse consumer anxiety and a senseof crisis were related to CTR.

Analysis of Psychographic Indicators via LIWC and Their Correlation with CTR for Instagram Ads