Understanding Personalized Recruitment Ads’ Effectiveness: The Role of Personalization Type and Message Involvement

Pfiffelmann, Jean; Pfeuffer, Alexander

doi:10.1080/15252019.2022.2132124

Cited by 5 publications

(4 citation statements)

References 63 publications

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“…Since advertising effectiveness is related to factors such as brand image ratings and positive emotional responses (Sharifi et al, 2019), gamification and its characteristic have effective in eliciting these responses. Previous studies mentioned interactivity (Wei et al, 2021), native (Wang and Huang, 2017), personalization (Pfiffelman and Pfeuffer, 2022) as features could be employed in advertising.…”

Section: Discussionmentioning

confidence: 99%

“…The next level, interest or liking, in advertising influences customers' emotions. Subsequently, the advertising message should be led to the positive experiences and attitudes of the target customers (Pfiffelman and Pfeuffer, 2022). Additionally, advertisements should have an acceptable layout, appropriate language and accurate content (Ad et al ., 2012).…”

Section: Theoretical Frameworkmentioning

confidence: 99%

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Can gamification affect the advertising effectiveness in social media?

Tabaeeian,

Rahgozar,

Khoshfetrat

et al. 2023

JCOM

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PurposeThe purpose of this paper is to investigate how gamification in advertising affects the effectiveness of advertising on social media.Design/methodology/approachDrawing from the gamification literature, immersion, achievement and social interaction features were identified as features, and advertising effectiveness factors were brand attention, brand liking and recall. A questionnaire was used for collecting data, and a structural equation modeling approach was applied to examine the model.FindingsThe results indicated that immersion, achievement and social interaction features affect advertising effectiveness. Furthermore, advertising effectiveness factors had a significant effect on purchase intentions.Originality/valueThe study contributes to the combination of gamification in advertising by offering characteristics for gamification that can enhance advertising effectiveness through brand attention, liking and recall. Finally, it provides managerial guidance on how they can use gamification in their advertising process.

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Frameworkmentioning

confidence: 99%

Can gamification affect the advertising effectiveness in social media?

Tabaeeian,

Rahgozar,

Khoshfetrat

et al. 2023

JCOM

View full text Add to dashboard Cite

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Section: Moderating Effectsmentioning

confidence: 99%

“…Previous advertising research states that personalisation within advertisements leads to higher message involvement and less cognitive effort for the consumer, compared to the advertisement's content, which usually requires systematic processing and lower message involvement (Pfiffelmann & Pfeuffer, 2022). This implies that personalisation evokes a stronger persuasive effect due to its high involvement (personalised elements), and overrides the advertising content (message appeal) (Pfiffelmann & Pfeuffer, 2022). This offers a possible explanation as to why the concrete message appeal had no positive moderating effect on the relationship between personalisation and behavioural intentions to use digital mental health and well-being services as well as perceived intrusiveness.…”

Section: Moderating Effectsmentioning

confidence: 99%

“Fix All of Your Mental Problems”: Message Appeals and the Use Of Personalised Messaging in the Advertising of Digital Mental Health and Well-Being Services

Vallely

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It is common practice for advertisements relating to digital mental health and well-being services to include very bold and vague (abstract) claims when portraying the app’s benefits, as opposed to more informative or specific messaging (concrete). This often translates to advertising messages such as “Relieve all of your stress”, “Live better”, or “Fix all of your mental problems”. Personalised features within advertisements are also occasionally used for some services in order to further attract the consumer’s attention.To date, no research has examined the effectiveness of concrete versus abstract message appeals and personalisation in advertisements for digital mental health and well-being services. This research categorises these digital mental health and well-being services as “self-appealing services” in relation to Belk’s (1988) theory of the self and the extended self.Building upon previously published literature on message appeals, construal level theory, and personalisation, this study examines the direct effect message appeals (concrete versus abstract) and personalisation have on consumers’ perceived intrusiveness and behavioural intentions to use the service. It also examines the moderating role of concrete message appeals and the mediating role of perceived intrusiveness on these direct effects. A 2 (message appeals: concrete versus abstract) x 2 (personalised versus non-personalised) between-subjects experimental design (n=158) was employed to test these relationships.Study findings demonstrated that the inclusion of a personalised message when advertising a digital mental health and well-being service lowers behavioural intentions to use the service and increases consumer perception of intrusiveness. Contrary to expectations, no significant difference was found in behavioural intentions when comparing the use of a concrete versus abstract message appeals in the advertising of a digital mental health and well-being service.Additionally, concrete message appeals did not moderate the effects of personalisation on behavioural intentions and perceived intrusiveness. Finally, perceived intrusiveness negatively mediated the relationship between personalisation and behavioural intentions.These findings offer several theoretical contributions to the body of knowledge on message appeals and personalised advertising in relation to self-appealing services. Study findings also have implications for managerial practice and social policy.

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