Abstract

Carousel advertisements (ads) on social media provide consumers with the opportunity to scroll left and right when reading an ad’s content. Such an interactive advertising format has great potential to elevate consumers’ interactive and engagement experience with ads, which might be further linked with increased advertising effectiveness. The present study sets out to explore the efficacy of carousel advertising for communicating public health issues by considering both media-specific (i.e., noncarousel versus carousel) and message-specific (i.e., statistics versus narrative) characteristics. Through two experiments, we found reading carousel ads increased participants’ control perception, which was positively associated with their message engagement and then favorable ad-related outcomes. Yet, contrary to predictions, the narrative-based carousel ad was found to be no more interactive or engaging than the statistics-based one in affecting perceptual and attitudinal outcomes. We discuss the theoretical and practical implications of these findings for interactive advertising research.

摘要

社交媒体上的轮播广告（广告）为消费者提供了在阅读广告内容时左右滚动的机会。这种互动广告形式具有提升消费者对广告的互动和参与体验的巨大潜力，这可能与提高广告效果进一步相关。本研究旨在通过考虑特定媒体（即非轮播与轮播）和特定信息（即统计与叙述）特征来探索轮播广告在传播公共卫生问题方面的功效。通过两个实验，我们发现阅读轮播广告增加了参与者的控制感，这与他们的信息参与度呈正相关，然后是与广告相关的有利结果。然而，与预测相反，发现基于叙事的轮播广告在影响感知和态度结果方面并不比基于统计的广告更具互动性或吸引力。我们讨论了这些发现对互动广告研究的理论和实践意义。