#5319. It makes a difference! Impact of social and personal message appeals on engagement with sponsored posts

August 2026publication date
Proposal available till 13-05-2025
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:
Marketing;
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Abstract:
Purpose: Grounded in uses and gratifications (U&G) theory and relying on the congruence/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. A conceptual framework is suggested. Design/methodology/approach: 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.
Keywords:
Congruence; Consumer behavior; Engagement; Facebook; Message appeal; Message strategy; Native advertising; Personal appeal; Social appeal; Social media advertising; Sponsored post

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