Understanding the differential effectiveness of marketer versus user-generated advertisements in closed social networking sites

An empirical study of WeChat

Datos Bibliográficos

ID12420569
AutoresTeng Teng (0000-0002-5258-6512, University of Science and Technology of China, autor de correspondencia), Huifang Li (0000-0002-1442-2701, University of Science and Technology of China), Yulin Fang (0000-0002-7595-5261, University of Hong Kong), Lingzhi Shen (0000-0001-6686-0976, Loughborough University)
Año2022
Volumen32
Número6
Páginas1910-1929
Fecha de publicación2022-03-15
Peer ReviewedSí
Open AccessSí
TipoARTICLE
RevistaInternet Research (JOURNAL)
Identificadores de la revistaISSN: 1066-2243 • E-ISSN: 2054-5657
EditorialEmerald Publishing Limited (PUBLISHER • GB)
DOI10.1108/intr-04-2021-0268
OpenAlexW4220727964
IdiomaEN
Citas recibidas2
Referencias citadas52

Purpose In recent years, closed social networking sites (SNSs) have become popular advertising media. Marketer-generated advertisements (MGAs) and user-generated advertisements (UGAs) are the two pillars of advertising businesses. The objective of this research is to investigate and compare how these ad types (i.e. MGA versus UGA) affect advertising effectiveness in closed SNSs. Design/methodology/approach The authors conducted a scenario-based experiment of 403 WeChat users in China and used partial least squares structural equation modeling (PLS-SEM) to examine the research model. Findings The study results indicate that UGAs perform better than MGAs in enhancing consumers' perceived informativeness, credibility and entertainment, while MGAs are more likely to make consumers feel irritated than UGAs in closed SNSs. Moreover, consumers' perceived informativeness, credibility and entertainment positively influence advertising effectiveness, whereas perceived irritation negatively affects it. Originality/value This study reveals consumers' psychological response mechanisms to MGA and UGA and sheds light on their differential effectiveness by extending the stimuli-organism-response model to the context of closed SNSs

Advertising · Affect (linguistics · Business · Context (archaeology · Creativity · Credibility · Differential effects · Entertainment · Originality · Political science · Social media · Structural equation modeling · Value (mathematics · Computer Science · Digital Marketing and Social Media · Impact of Technology on Adolescents · Psychology · Social Psychology · Technology Adoption and User Behaviour · Marketing