#4613. It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

August 2026publication date
Proposal available till 20-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Business and International Management;
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №4613.1 Contract №4613.2 Contract №4613.3 Contract №4613.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Grounded in uses and gratifications (U&G) theory and relying on the congruence and incongruence approaches, the current research aims to contribute to the study of interactive marketing by measuring the effectiveness of social and personal sponsored post message appeals on consumer psychological and behavioral engagement. Data were collected during a field experiment conducted on Facebook, consisting of two sponsored Facebook post campaigns, followed by a survey distributed to consumers who were exposed to the experiment. This path elevates an indirect effect toward behavioral engagement. Additionally, it was found that the incongruence of the personal message appeal of sponsored Facebook posts leads directly to behavioral engagement. The novelty of the current research focuses on the unexplored subject of sponsored Facebook post message appeal effectiveness. Consumer engagement with the two appeals adds value to theory and practice by conceptualizing the effect of sponsored post content strategies on consumer engagement in Facebook while incorporating ad content with a hierarchical process.
Keywords:
Congruence; Consumer behavior; Engagement; Facebook; Message appeal; Message strategy; Native advertising; Personal appeal; Social appeal; Social media advertising; Sponsored post

Contacts :
0