ArticleInternational journal of environmental research and public health2021
Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media.
Article in International journal of environmental research and public health, 2021. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.
What it found
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Who cites it
5 citing papers in PubMed.
- From Emotion to Action: How Framed Sustainability Messages Trigger Physiological Reactions and Influence Consumer Choices.Behavioral sciences (Basel, Switzerland) · 2025Article
- Understanding the Non-use of Rear Seatbelts in Iran: A Qualitative Exploration of Factors and Reasons.Bulletin of emergency and trauma · 2025Article
- Non-monetary narratives motivate businesses to engage with climate change.Sustainability science · 2023Article
- Orthopaedic Program Reputation and Association With Social Media Utilization and Engagement.Journal of the American Academy of Orthopaedic Surgeons. Global research & reviews · 2022Article
- Actions Speak Louder Than Words: Sentiment and Topic Analysis of COVID-19 Vaccination on Twitter and Vaccine Uptake.JMIR formative research · 2022Article
Corrections and comments
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Authors and funding
3 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundSocial media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals' effectiveness in driving engagement and actions on and beyond social media platforms.
methodIn an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests.
resultsThe promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals.
conclusionPractically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.
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