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How different advertising formats and calls to action on videos affect advertising recognition and consequent behaviours

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  • Tser-Yieth Chen
  • Tsai-Lien Yeh
  • Chin-I Chang

Abstract

With theoretical foundations grounded on the Persuasion Knowledge Model, we conducted an online experiment to examine how the formats and calls to action (CTA) of Facebook’s native advertising impact consumers’ recognition in a specific advertisement. A 3 × 3 factorial between-subjects design was employed. We found that presenting an advertisement in a video format and a CTA using a ‘shop now’ function can increase advertising recognition when compared to other approaches. Additionally, we also found that different levels of advertising recognition generally lead to different levels of perceived entertainment, credibility, irritation, and behavioural share intention, and to different levels of understanding of persuasive intention.

Suggested Citation

  • Tser-Yieth Chen & Tsai-Lien Yeh & Chin-I Chang, 2020. "How different advertising formats and calls to action on videos affect advertising recognition and consequent behaviours," The Service Industries Journal, Taylor & Francis Journals, vol. 40(5-6), pages 358-379, April.
    • Handle: RePEc:taf:servic:v:40:y:2020:i:5-6:p:358-379
    DOI: 10.1080/02642069.2018.1480724
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    Cited by:

    1. Imamura, Kohei & Takano, Kohei Takenaka & Kumagai, Naoki H. & Yoshida, Yumi & Yamano, Hiroya & Fujii, Masahiko & Nakashizuka, Tohru & Managi, Shunsuke, 2020. "Valuation of coral reefs in Japan: Willingness to pay for conservation and the effect of information," Ecosystem Services, Elsevier, vol. 46(C).
    2. Myoung-Jin Chae, 2021. "Driving Consumer Engagement through Diverse Calls to Action in Corporate Social Responsibility Messages on Social Media," Sustainability, MDPI, vol. 13(7), pages 1-22, March.
    3. Martin Thomas Falk & Eva Hagsten, 2021. "When international academic conferences go virtual," Scientometrics, Springer;Akadémiai Kiadó, vol. 126(1), pages 707-724, January.

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