News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing
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 adverti...
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Frontiers Media S.A.
2021
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oai:doaj.org-article:cc37f18eb7984917a493268a501d89372021-11-11T14:08:29ZNews Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing1664-107810.3389/fpsyg.2021.724140https://doaj.org/article/cc37f18eb7984917a493268a501d89372021-11-01T00:00:00Zhttps://www.frontiersin.org/articles/10.3389/fpsyg.2021.724140/fullhttps://doaj.org/toc/1664-1078This 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.Qinglong DuYanxia YangYing LiuQiqi HeFrontiers Media S.A.articlenews feed advertisingbrand attitudebrand experienceself-brand connectionadvertising attitudePsychologyBF1-990ENFrontiers in Psychology, Vol 12 (2021) |
| institution |
DOAJ |
| collection |
DOAJ |
| language |
EN |
| topic |
news feed advertising brand attitude brand experience self-brand connection advertising attitude Psychology BF1-990 |
| spellingShingle |
news feed advertising brand attitude brand experience self-brand connection advertising attitude Psychology BF1-990 Qinglong Du Yanxia Yang Ying Liu Qiqi He News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| description |
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. |
| format |
article |
| author |
Qinglong Du Yanxia Yang Ying Liu Qiqi He |
| author_facet |
Qinglong Du Yanxia Yang Ying Liu Qiqi He |
| author_sort |
Qinglong Du |
| title |
News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| title_short |
News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| title_full |
News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| title_fullStr |
News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| title_full_unstemmed |
News Feed Advertising and Positive Attitude: An Interpretation Model Based on Information Processing |
| title_sort |
news feed advertising and positive attitude: an interpretation model based on information processing |
| publisher |
Frontiers Media S.A. |
| publishDate |
2021 |
| url |
https://doaj.org/article/cc37f18eb7984917a493268a501d8937 |
| work_keys_str_mv |
AT qinglongdu newsfeedadvertisingandpositiveattitudeaninterpretationmodelbasedoninformationprocessing AT yanxiayang newsfeedadvertisingandpositiveattitudeaninterpretationmodelbasedoninformationprocessing AT yingliu newsfeedadvertisingandpositiveattitudeaninterpretationmodelbasedoninformationprocessing AT qiqihe newsfeedadvertisingandpositiveattitudeaninterpretationmodelbasedoninformationprocessing |
| _version_ |
1718439075640246272 |