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Consumer Engagement with Brands’ COVID-19 Messaging on Social Media: The Role of Perceived Brand–Social Issue Fit and Brand Opportunism
Journal of Interactive Advertising Pub Date : 2021-08-26 , DOI: 10.1080/15252019.2021.1958274
Juan Mundel 1 , Jing Yang 2
Affiliation  

Abstract

While the trade press has started to report on consumer responses to brand messaging about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to emerge. In this study, we investigated how consumers in the United States responded to Instagram ads containing COVID-19 claims based on the perceived brand–social issue fit, which is determined by whether the brand’s product was considered essential or nonessential. Results showed perceived brand–social issue fit to be of dual nature, where stronger perceptions of fit (i.e., essential products advertised with COVID-19 claims) resulted in more positive ad evaluations, brand attitudes, and consumer engagement intentions. Lower perceptions of fit (i.e., nonessential products with COVID-19 claims) led to perceptions of brand opportunism, which we conceptualized as a negative evaluative outcome that negatively impacted ad/brand attitude and consumer engagement intentions. The findings provide insights for brands interested in placing ads addressing the changing environmental conditions resulting from COVID-19 and advances the literature on pandemic messaging.



中文翻译:

消费者在社交媒体上与品牌的 COVID-19 消息互动:感知品牌与社会问题契合度和品牌机会主义的作用

摘要

虽然贸易媒体已开始报道消费者对有关持续的新型冠状病毒 (COVID-19) 大流行的品牌信息的反应,但尚未出现实证结果。在这项研究中,我们调查了美国消费者如何根据感知的品牌与社会问题契合度对包含 COVID-19 声明的 Instagram 广告做出回应,这取决于品牌的产品被认为是必不可少的还是无关紧要的。结果表明,感知到的品牌-社会问题具有双重性质,更强烈的匹配感(即宣传 COVID-19 声明的基本产品)会导致更积极的广告评价、品牌态度和消费者参与意图。较低的合身感(即带有 COVID-19 声明的非必需品)导致了品牌机会主义的看法,我们将其概念化为对广告/品牌态度和消费者参与意图产生负面影响的负面评价结果。这些发现为有兴趣投放广告以应对 COVID-19 引起的不断变化的环境条件的品牌提供了见解,并推进了有关大流行信息的文献。

更新日期:2021-08-26
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