Advertising Meat Alternatives: The Interactive Effect of Regulatory Mode and Positive Emotion on Social Media Engagement

In today's marketplace, consumers encounter a multitude of advertisements incorporating emojis. This research undertook two complementary studies to assess how individuals appraise emotional versus functional advertisements containing emojis, examining outcomes like processing fluency, claim believability, attitude toward the ad, and purchase intention. Study 1 employed a factorial design, resulting in four experimental conditions: emotional ads without emojis, functional ads without emojis, emotional ads with emojis, and functional ads with emojis. Study 2 delved deeper, offering a qualitative exploration of consumer perceptions and sentiments concerning emojis in advertising contexts. Grounded in the Emotion as social information theory, results indicated that within the sports drink advertising domain, emotional advertising without emojis led to enhanced ad and brand attitudes, purchase intentions, claim believability, and information processing when contrasted with conditions incorporating emojis.

Section: Emojis In the Advertising Contextmentioning

confidence: 97%

The semiotics of emojis in advertising: An integrated quantitative and qualitative examination of emotional versus functional ad dynamics

Madadi,

Torres,

Zúñiga

2024

“…When perceived fit is realized, it significantly increases their interest and intentions to meet the intended goal (Choi et al, 2022; Florack & Scarabis, 2006). Previous research showed that regulatory fit influences online shopping behavior, product evaluation, social media engagement, brand associations, co‐creation and co‐production, and salesperson performance (Fazeli et al, 2020; Jia et al, 2022; Li et al, 2021; Septianto & Mathmann, 2023). Furthermore, researchers demonstrated that situational factors, from product design to organizational climate, can modify regulatory fit.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

It is a match! The effect of regulatory fit on new products recommendations

Zhang,

Balaji,

Luo

et al. 2024

Online retailers often recommend new products to consumers. The present study examined the influence of regulatory fit on consumers' click‐through intentions of new products recommended by online retailers. We proposed that regulatory fit resulting from aligning the product's regulatory focus and recommendation message's regulatory orientation positively influences click‐through intention of new product recommendations. In a laboratory study (Study 1), we found that regulatory fit increase consumers' click‐through behaviors of new product recommendations. Study 2 replicated the findings of Study 1 in a controlled online experiment and found support for regulatory fit—click‐through intentions relationship. Study 3 found that regulatory fit increases click‐through intentions for new products but not for existing products. Study 4 supported the mediating role of perceived efficacy and boundary condition of consumer innovativeness in the relationship between regulatory fit and click‐through intentions. This study contributes to the literature on new product adoption, regulatory focus, and product recommendation strategies. Furthermore, it helps online retailors develop effective recommendation strategies for new product recommendations.

What motivates crypto likes? How assessment regulatory mode increases social media engagement with crypto assets

Mathmann,

Chrysochou,

Tiganis

et al. 2024

Consumer engagement with social media posts is extensively examined in the marketing literature, yet the motivations behind engagement with high‐risk financial and digital assets, such as cryptocurrencies, remain unclear. This research explores what drives consumers to engage with social media posts about crypto assets like Bitcoin. Utilizing regulatory mode theory, we demonstrate across four studies that assessment language (motivating thought) versus locomotion (motivating action) increases social media engagement with crypto assets. In two field studies analyzing social media (N = 194,098 posts), we find that assessment results in more Facebook likes on posts about crypto assets. Additionally, two online experiments (N = 1661) establish a causal, positive relationship between assessment language and consumer liking intentions, mediated by perceived investment volatility, cognitive engagement, and positive affect. Managers should use assessment words like “think” and “compare” when communicating about crypto on social media and can leverage our dictionary to identify crypto terms in large text data sets.