Abstract
This research investigates how different advertising appeals—rational, snob, fear, and sex appeal—affect consumer engagement with brand-related content on social media. Analyzing 1006 posts from 25 international brands across various industries on Facebook, the study employs OLS regression to demonstrate the significant impact of these appeals on likes, shares, and comments. It bridges the gap between marketing communication theories and consumer engagement, providing insights into real consumer behaviours in the digital advertising landscape.
| Original language | English |
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| Title of host publication | Proceedings of Academy of Marketing 2024 Annual Conference and Doctoral Colloquium |
| Subtitle of host publication | Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit |
| Place of Publication | Cardiff, United Kingdom |
| Publisher | Academy of Marketing |
| Pages | 168-169 |
| Number of pages | 2 |
| ISBN (Print) | 9781399990608 |
| Publication status | Published - 1 Jul 2024 |
| Event | AM 2024 - Cardiff, United Kingdom Duration: 1 Jul 2024 → 4 Jul 2024 |
Conference
| Conference | AM 2024 |
|---|---|
| Country/Territory | United Kingdom |
| City | Cardiff |
| Period | 1/07/24 → 4/07/24 |