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

• Published in: The Service industries journal Vol. 40; no. 5-6; pp. 358 - 379
• Main Authors: Chen, Tser-Yieth, Yeh, Tsai-Lien, Chang, Chin-I
• Format: Journal Article
• Language: English
• Published: London Routledge 25.04.2020; Taylor & Francis Ltd
• Subjects: Advertising; advertising format; advertising recognition; calls to action; Facebook; social networking sites; 廣告; 廣告格式; 廣告認知; 社交網站; 臉書; 行動呼籲
• ISSN: 0264-2069; 1743-9507
• DOI: 10.1080/02642069.2018.1480724

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.