How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Salminen, Joni; Kaate, Ilkka; Kamel, Ahmed; Jung, Soon gyo; Jansen, Bernard J.

doi:10.1080/10447318.2020.1809246

Cited by 17 publications

(9 citation statements)

References 69 publications

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“…In other words, people who are willing to disclose personal information behave more actively on social media. This finding also echoes the results of empirical studies (e.g., Salminen et al, 2021) that advertisements with personified profiles (i.e., a profile layout with user information) can increase click‐through performance.…”

Section: Discussion and Implicationsupporting

confidence: 85%

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Yang,

Zhang,

Gao

2024

Psychology and Marketing

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The effect of self‐profiling on people's responses toward commercial information (e.g., advertisements) delivered on social media remains unexplored. This study proposed a conceptual model examining the path from the authenticity of username and avatar and its antecedents to native advertising engagement from the perspective of self‐disclosure. Four subsequent studies were conducted to test our research model. The results indicated that the authenticity of username and avatar is a crucial determinant of engagement with advertising information. Moreover, social media involvement moderates the relationship between the authenticity of username and avatar and advertising engagement. Social media engagement partially mediates the relationship between the authenticity of username and avatar and advertising engagement. Regarding the antecedents of the authenticity of username and avatar, self‐presentation, relationship building, privacy concerns, privacy risks and trust belief are significant, while relationship maintenance is insignificant. This study contributes to our understanding of self‐profiling authenticity and its effect on people's engagement by employing the theory of self‐disclosure in the context of social media and provides critical managerial insights for social media platforms and advertisers.

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Section: Discussion and Implicationsupporting

confidence: 85%

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Yang,

Zhang,

Gao

2024

Psychology and Marketing

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“…In personified communication, perceived usefulness can make consumers perceive the quality of products; if consumers can feel the usefulness of personified communication behavior in social media, they will have a positive attitude toward purchasing behavior [ 18 ]. Based on this, this paper puts forward the following assumptions:…”

Section: Methodsmentioning

confidence: 99%

“…Personified communication is an innovative way for companies to use social media to offer a personified communication mode to interact with users [ 17 , 18 ]. It is an innovative way for brand companies to use social media for marketing.…”

Section: Related Workmentioning

confidence: 99%

“…Social media has provided a platform for companies to use personified communication for marketing. Salminen et al conducted an empirical study and found that companies can improve consumers’ attitudes through personified advertisements [ 18 ]. Nobile and Kalbaska established a platform for companies to use personified communication [ 19 ].…”

Section: Related Workmentioning

confidence: 99%

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Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce

Zhao

Zhu

2023

Behavioral Sciences

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The advancement of mobile internet technology has enabled companies to leverage social media for e-commerce, where some use personified images and language to communicate with consumers. This paper investigates how personified communication affects consumer behavior in social commerce and whether consumers are willing to accept this new form of communication. Specifically, the study explores consumers’ willingness to accept personified communication in social commerce, considering the role of cognitive needs in regulating the internal mechanism. The paper proposes suggestions for enterprises to improve their social media communication and presents an improved model based on the Technology Acceptance Model (TAM). The model introduces perceived interaction as a new independent variable and adds cognitive needs as a regulatory variable, which is more suitable for social commerce. The study conducts a questionnaire survey online and analyzes the data using AMOS and SPSS. The results demonstrate that perceived usefulness and perceived interaction positively impact consumers’ attitudes, which subsequently influences their willingness to purchase. Furthermore, cognitive needs as a regulatory variable significantly affect the path from perceived usefulness to attitude and purchase intention.

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“…These stakeholder groups can be modeled via personas, providing multiple ways of supporting digital innovation agendas in organizations. Personas support UX design that is based on user requirements [7]; personas facilitate crafting personified value propositions [75]; personas encode digital user behaviors [94]; and personas enable collaborative usercentered design within creative teams [51]. You have access to both quantitative and qualitative user insights.…”

Section: Opportunities For Digital Innovationsmentioning

confidence: 99%

Strengths and Weaknesses of Persona Creation Methods: Guidelines and Opportunities for Digital Innovations

Jansen¹,

Jung²,

Salminen³

et al. 2021

Proceedings of the Annual Hawaii International Conference on System Sciences

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Persona is a technique for enhancing user understanding and improving the user-centered design of digital products. Persona creation has traditionally been divided into Qualitative, Quantitative, and Mixed Methods approaches. However, no literature systematically contrasts the strengths and weaknesses of these approaches. We review the literature to map the strengths and weaknesses of these approaches and evaluate the potential of personas for the domain of digital innovation. We provide insights for better creation and use of personas by both researchers and practitioners, especially those that are new to personas, deploying personas in a new domain, or familiar with only one of the persona creation approaches.

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How Does Personification Impact Ad Performance and Empathy? An Experiment with Online Advertising

Cited by 17 publications

References 69 publications

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

How do username and avatar affect people's engagement with native advertising on social media: From the self‐disclosure perspective

Modeling and Quantifying the Impact of Personified Communication on Purchase Behavior in Social Commerce

Strengths and Weaknesses of Persona Creation Methods: Guidelines and Opportunities for Digital Innovations

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