How to Persuade Consumers to Engage with Calls-to-Action in Brand Content

Assessing CTA Compliance Intention via Psychological Reactance and Emoji as Moderator

Datos Bibliográficos

ID21340539
AutoresHsuan-Hsuan Ku (Soochow University), Hsuan‐Hsuan Ku (0000-0002-8750-4353, autor de correspondencia), Chia-Chun Wang (Soochow University)
Año2025
Volumen65
Número3
Páginas301-320
Fecha de publicación2025-07-03
Peer ReviewedSí
Open AccessNo
TipoARTICLE
RevistaJournal of Advertising Research (JOURNAL)
Identificadores de la revistaISSN: 0021-8499 • E-ISSN: 1740-1909
EditorialInforma UK Limited (PUBLISHER • GB)
DOI10.1080/00218499.2025.2464285
OpenAlexW4409122905
IdiomaEN
Referencias citadas71

Embedding interactive cues—calls-to-action (CTAs)—to spark consumer response to digital marketing brand-promotion messages is a widely used method today. This study employs psychological reactance as a foundation for assessing how CTAs may influence compliance intention and examines whether using emojis may moderate individuals’ reactions. Two experiments show that consumers more readily comply with the CTAs phrased in consumer-focused rather than firm-focused terms, whereas heart emojis can counter less favorable, firm-focused CTA effects. Psychological reactance mediates the results. The influence advantage of a consumer-focused CTA is limited to pairing with a right-pointing, but not down-pointing, emoji

Action (physics) · Advertising · Business · Compliance (psychology) · Moderation · Persuasion · Reactance · Consumer Behavior in Brand Consumption and Identification · Digital Communication and Language · Digital Marketing and Social Media · Psychology · Social Psychology