The influence of self-concept on ad effectiveness: Interaction between self-concept and construal levels on effectiveness of advertising

Kim, Dong Hoo; Yoo, Jinyoung Jinnie; Lee, Wei‐Na

doi:10.1080/13527266.2016.1235601

Cited by 13 publications

(10 citation statements)

References 39 publications

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“…Kononova and Yuan, 2015). Given variances in media types, previous scholars have examined multiple types of ad-media congruence, such as ad-TV program congruence (Moore et al, 2005), ad-website congruence (Kim et al, 2018) and ad-radio program congruence (Van Reijmersdal, 2011). The benefit of ad-media congruence is cohesion in users' media experiences.…”

Section: Literature Reviewmentioning

confidence: 99%

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

Yang

Jiang

2021

JRIM

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Purpose The purpose of this study is to examine the kinds of ad appeals and brand types that contribute to perceived ad–media congruence on Instagram and how such congruence influences consumers’ engagement intentions via the interaction of self-related congruence constructs. Additionally, ad intrusiveness was studied as a mediator of the relationship between ad–media congruence and consumers’ behavioral engagement intention. Design/methodology/approach An online 2 (Ad appeal: hedonic vs utilitarian) × 2 (Brand type: hedonic vs utilitarian) between-subject experiment was conducted with four versions of mock-up Instagram in-feed native ads. Findings Results showed that hedonic advertising appeals contributed to ad–media congruence on Instagram, which yielded a lower level of ad intrusiveness and further resulted in higher consumer behavioral engagement intentions. The brand type did not significantly influence participants’ perceptions of ad–media congruence. Moreover, the findings indicate individuals’ brand-self congruence and ad-self congruence were significant moderators in interactions with ad–media congruence in influencing consumers’ behavioral engagement intentions. Practical implications Both brand managers and social media providers can leverage this study’s findings to improve ad effectiveness and consumer experiences in their respective social media landscapes. Specifically, knowing what kind of ad is more congruent and less intrusive, as well as how to better tailor targeting strategies in digital media spaces by building higher ad self- and brand self-congruence, can help them achieve persuasive effects when complying with the Federal Trade Commission disclosure guideline. Originality/value The current study advances extant literature on native advertising by examining the core characteristic of ad–media congruence and its relation to the key metric of social media marketing success – consumer engagement intentions. The findings also extend the congruence theory by examining the interaction effect of media- and self-related congruence constructs.

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Section: Literature Reviewmentioning

confidence: 99%

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

Yang

Jiang

2021

JRIM

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“…Second, this study provides an in-depth understanding of how effective message design drives consumer response by applying hypothetical distance, one of the four dimensions of CLT. Along with message framing theory, CLT has often been used in targeted online advertising research ( Kim et al, 2018 ; Park & Morton, 2015 ). However, the topics and methodological approaches have been limited.…”

Section: Discussionmentioning

confidence: 99%

“…However, the topics and methodological approaches have been limited. For example, most previous studies drawing on CLT have explored the role of temporal, spatial, and social distance in consumer behavioural responses, such as attitudes and purchase intentions towards products or brands (Kim et al, 2016;Kim et al, 2018;Teng & Chang, 2014). However, few empirical studies have considered the hypothetical distance associated with online advertising in the field of hospitality and tourism.…”

Section: Discussionmentioning

confidence: 99%

Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

Choi

2022

Journal of Vacation Marketing

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Airbnb hosts encounter difficulty in choosing an approach to advertising during unprecedented times caused by the COVID-19 pandemic. This study explores effective Airbnb advertising messages with a particular focus on hypothetical distance based on construal level theory. A 2 (message format: abstract vs. concrete) × 2 (hypothetical distance: low vs. high likelihood of travel) between-subject experiment was conducted. Data collection was conducted in the US during the early phase of the COVID-19 pandemic. The findings revealed that the ‘abstract’ message results in a higher intention to stay when hypothetical distance is ‘low’, whereas the ‘concrete’ message results in a higher intention to stay when hypothetical distance is ‘high’. In addition, the mediating role of message relevance in the relationship between message format and intention to stay was also found. These findings provide meaningful theoretical contributions and have practical implications for tourism and hospitality research.

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“…According to CLT, individuals tend to use higher levels of construals to conceptualize an object or event as the psychological distance from the object or event increases (Trope & Liberman, 2010). For example, through a series of experiments, D. Kim and colleagues (2018) primed individuals into either an actual or ideal self by asking them to write a simple essay describing their actual or ideal self.…”

Section: Studymentioning

confidence: 99%

“…When individuals were primed into their actual self (e.g., psychologically proximal self-concept), they preferred advertising messages framed with low-level construal terms rather than those with high-level construal terms. The reverse was true for individuals who were primed into their ideal-self (e.g., psychologically distant self; D. Kim et al, 2018).…”

Section: Studymentioning

confidence: 99%

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

Kim

Sung

Lee

et al. 2020

International Journal of Market Research

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This research explored how self-brand connections (SBCs) influence consumers’ ad responses in South Korea where collectivistic cultures, especially in-group orientations, are highly valued. Synthesizing social identity and construal level theories, Study 1 found that individuals tended to feel proximal to the brand that is perceived to be highly consistent with their in-groups. Furthermore, individuals’ SBCs were found to mediate such a relationship between in-group orientations and psychological distance to the brand. Expanding to the advertising context, Study 2 investigated the interactive effect of SBCs and ad messages construals. The results demonstrated that ads featuring low-construal messages evoked more favorable attitudes toward and purchase intentions of brands with weak SBCs, whereas no such matching effect was found for brands with strong SBCs.

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The influence of self-concept on ad effectiveness: Interaction between self-concept and construal levels on effectiveness of advertising

Cited by 13 publications

References 39 publications

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence

Effective airbnb advertising during COVID-19 pandemic: Message format and hypothetical distance

How do self-brand connections affect ad responses among South Korean consumers? The roles of reference groups and message construals

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