ABSTRACT

This research explores the value of personas for supporting professional advertisers to design adverts for social media. We test if a personified user group (PUG), when provided to online ad designers, results in better ad performance than when using a non-personified user group (NUG) that had no face picture or name. Our experiment has 30 participants that created Facebook ads using both PUG and NUG. We found that using PUG did increase advertising click performance of ads created by people who are more experienced with ads and personas. Moreover, an analysis of the ad texts showed that the use of PUG increased the empathy of the created ads, supporting the foundational empathy benefit cited in HCI literature. However, the use of PUG did not significantly increase purchase intent. The results imply that using PUG for online ad design evokes more empathy and improves click-through performance. More empathetic ads can have a positive impact on social media users, given that they appear to increase relevance.

摘要

这项研究探索了角色角色在支持专业广告商设计社交媒体广告中的价值。我们测试了将个性化用户组（PUG）提供给在线广告设计人员后，与使用没有头像或姓名的非个性化用户组（NUG）相比，是否能带来更好的广告效果。我们的实验有30名参与者同时使用PUG和NUG制作了Facebook广告。我们发现使用PUG确实可以提高由对广告和角色有丰富经验的人创建的广告的广告点击效果。此外，对广告文字的分析表明，使用PUG增加了所创建广告的同理心，从而支持了HCI文献中引用的基本同情利益。但是，使用PUG并没有明显增加购买意向。结果表明，使用PUG进行在线广告设计会引起更多的共鸣，并提高点击效果。更具同情心的广告可能会对社交媒体用户产生积极影响，因为它们似乎增加了相关性。