Abstract
This study mainly examines the different effects and mechanisms of news feed advertising (vs. traditional display advertising) on advertising attitude and brand attitude by using an observational experiment that categorized participants based on their past experiences. By analyzing the video advertising of the “Li Ning” brand, three conclusion were drawn. First, compared with traditional display advertising, news feed advertising led to more positive advertising attitude and brand attitude. Second, generation and transmission mechanism of attitudes were applicable to the interpretation rules of the classical information processing process model, which showed that the information processing process of the news feed advertising and the traditional display advertising were consistent. Third, consumer’s brand experience did not affect the direct effects of “attention” on “memory,” but affected the mediate role of “interpretation,” which showed that news feed advertising may have a stronger “drainage” effect when promoting new products and developing new markets. However, if the consumer’s experience is not enhanced, the brand attitude triggered by news feed advertising will still not be stable. These findings are conducive to further understanding the effect of news feed advertising on advertising attitude and brand attitude.
Highlights
News feed advertising is native advertising that is embedded in the information of the information streaming media platform and mixed with the functions of the Internet products (Fulgoni and Lipsman, 2014)
The second reason was that the target population of the product in China included a large number of news feed advertising samples and traditional display advertising samples
Because the purpose of this study is to compare the differences between news feed advertising and traditional advertising, this study excludes the samples that have seen both news feed advertising and traditional advertising, and excludes the samples that have not seen either of the two media
Summary
News feed advertising is native advertising that is embedded in the information of the information streaming media platform and mixed with the functions of the Internet products (Fulgoni and Lipsman, 2014). News feed advertising, embedded in social communication media platforms, news streaming platforms, and short video streaming platforms, (e.g., Tiktok) has achieved rapid growth (Aribarg and Schwartz, 2020). In addition to becoming a new engine of advertising revenue in the Mobile Internet Era (Grewal et al, 2016; Zeng et al, 2017), well-designed news feed advertising is more likely to strengthen the connection between the brands and consumers, enhance the brand image, and expand the market share. Is news feed advertising really more effective than traditional advertising in influencing brand attitudes? If it’s more effective, what is the underlying mechanism? These are the main problems to be discussed in this study
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