Interplay of message framing, keyword insertion and levels of product involvement in click-through of keyword search ads

Abstract

This study examines the effects of ad message strategies, especially message framing and keyword insertion, along with online users’ levels of product involvement in the context of keyword search ads. A total of 166 undergraduate students participated in the experiment, featuring a 2 (positively vs negatively framed message) × 2 (keyword insertion vs no keyword insertion) between-subjects design with a covariate (i.e. levels of product involvement). The results revealed that all three variables were working together to influence online users’ click-through behaviour. Collectively, the result verifies the premise that both the message characteristics and the characteristics of online users should be taken into account to explain click-through of keyword search ads. Implications and limitations are also discussed.