Attracting more meaningful interactions: The impact of question and product types on comments on social media advertisings

You Li, Yaping Chang and Zhehao Liang

Journal of Business Research, 2022, vol. 150, issue C, 89-101

Abstract: Despite the extensive use of product-related questions on social media, little is known about what types of questions encourage consumer comments. This research examines product-related questions on social media advertisings, focusing on what the advertisings ask: product search or experience information. Through three studies, we found that search and experience questions are effective in increasing consumer response fluency, and thus commenting, for different product types. Search questions increase response fluency for utilitarian products, whereas experience questions do so for hedonic products. This research makes theoretical contributions to research on advertising content strategy, advertising language, and consumer–brand interaction and has practical implications for social media advertising strategies aimed at encouraging user comments.

Keywords: Consumer comments; Advertising questions; Product type; Response fluency; Social media (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:150:y:2022:i:c:p:89-101

DOI: 10.1016/j.jbusres.2022.05.085

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