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Message framing in social networking sites.

Danny Tengti Kao1, Shih-Chieh Chuang, Sui-Min Wang

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Understanding online advertising requires considering individual differences. Need for cognition (NFC) and knowledge levels influence how people perceive messages on social networking sites, impacting advertising effectiveness.

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Area of Science:

  • Marketing
  • Psychology
  • Human-Computer Interaction

Background:

  • Online social networking sites (SNS) offer new avenues for internet advertisers.
  • Generalizing real-world advertising results to virtual environments is challenging.
  • Individual differences like need for cognition and knowledge can moderate advertising effects.

Purpose of the Study:

  • To investigate the moderating effects of need for cognition (NFC) and knowledge on message framing's impact on attitudes toward SNS.
  • To understand how message framing influences user perceptions in the context of social networking advertising.

Main Methods:

  • A study involving 216 undergraduate students.
  • Examining the impact of message framing (positive vs. negative) on attitudes.
  • Analyzing the moderating roles of need for cognition and prior knowledge.

Main Results:

  • High-NFC individuals favored negatively framed messages; low-NFC individuals favored positively framed messages.
  • Low-knowledge individuals favored negatively framed messages; high-knowledge individuals showed no differential effect.
  • High-NFC/high-knowledge individuals were unaffected by framing; low-NFC/low-knowledge individuals favored positive framing.

Conclusions:

  • Message framing effectiveness on SNS is contingent on individual need for cognition and knowledge levels.
  • Advertisers must tailor message framing strategies based on target audience characteristics.
  • Understanding these moderators is crucial for optimizing online advertising in virtual environments.