The influence of self-construal on frequency of user activities and advertising involvement in Msg-SN

Lydia Qianqian Li, Jing Gao, Zhihong Shi and Wenjing Song

Behaviour and Information Technology, 2022, vol. 41, issue 5, 934-945

Abstract: The messenger-based social network (Msg-SN), e.g. WeChat Moments, has emerged as a new type of social networking with unique characteristics. Msg-SN plays a strikingly important role in people’s daily lives and has gradually become a battleground for advertisers to win consumers. This is especially the case in China. Unlike conventional social network sites (SNSs), Msg-SN offers a semi-closed space in which traditional advertising strategy based on Key Opinion Leaders may become infeasible. Drawing from self-construal theory, this study offers a new angle to understand the antecedents of advertising involvement in the context of Msg-SN. It conducted an empirical study with respondents from users of WeChat Moments, which reveals the different impacts of each facet of a user’s self-construal, including interdependent self-construal (InterSC), independent self-construal (IndepSC) and individualist self-construal (IndivSC), on adverting involvement, partially mediated by frequency of user activities. This study enriches the research of advertising involvement in the context of Msg-SN from a new angle. It also offers practical implications for marketers to achieve highly targeted advertising according to psychographic segmentations.

Date: 2022
References: Add references at CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://hdl.handle.net/10.1080/0144929X.2020.1846788 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:tbitxx:v:41:y:2022:i:5:p:934-945

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/tbit20

DOI: 10.1080/0144929X.2020.1846788

Access Statistics for this article

Behaviour and Information Technology is currently edited by Dr Panos P Markopoulos

More articles in Behaviour and Information Technology from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().