團隊

With in-feed advertising becoming an increasingly popular advertising tool for advertisers to reach mobile consumers, the authors propose an integrated model of contemporaneous, carryover, and spillover effects to measure the incremental contributions of in-feed ads in multiple types of mobile apps: newsfeed, social, and video. They empirically examine the three proposed effects of newsfeed ads, social feed ads, and video feed ads using data from a large-scale ad campaign for a new mobile game. The data set contains 10,115,801 impressions, 286,506 clicks, and 12,706 conversions. First, the findings show that social feed ads have the strongest contemporaneous effects on both ad clicks and conversions; social feed ads are 1.87 times more likely to generate a click and 1.69 times more likely to generate a conversion than newsfeed ads, followed by video feed ads (clicks: 1.73 times; conversions: 1.55 times). Second, video feed ads have the strongest carryover effect, followed by social feed ads, while newsfeed ads have a negative carryover effect. Third, newsfeed ads exhibit the strongest spillover effect; prior newsfeed ad exposures are more effective than prior social or video feed ad exposures at promoting clicks and conversions upon subsequent exposure in other channels.

Although in-feed advertising is popular on mainstream platforms, academic research on it is limited. Platforms typically deliver organic content through two methods: subscription by users or recommendation by artificial intelligence. However, little is known about the ad performance between these two channels. This research examines how the performance of in-feed ads, regarding click-through rate (CTR) and conversion rate (CR), differs between subscription and recommendation channels and whether these effects are mediated by ad intrusiveness and moderated by ad attributes. Two ad attributes are investigated: ad appeal (informational vs. emotional) and ad link (direct vs. indirect). Study 1 finds that the recommendation channel generates higher CTRs but lower CRs than the subscription channel, and these effects are amplified by informational ad appeal and direct ad links. Study 2 explores channel differences, revealing that the recommendation channel yields less source credibility and content control, reducing consumer engagement with organic content. Studies 3 and 4 validate the mediating role of ad intrusiveness and rule out ad recognition as an alternative explanation. Study 5 uses eye-tracking technology to show that the recommendation channel has lower content engagement, lower ad intrusiveness, and greater ad interest.

Shared coupons, a new form of coupons, differ from coupons distributed directly from the business (i.e., direct coupons) in that shared coupons combine two influential components: economic savings (e.g., $5 off) and social sharing (e.g., from friends). Using two lab experiments and two large-scale field experiments on social media, the authors find regular shared coupons underperform direct coupons in terms of coupon redemption due to the norm conflict between economic incentives and communal relationships (i.e., friendships), while shared coupons with experience cocreation, in which coupon givers and coupon receivers must invest joint efforts to create a shared experience before redeeming the coupons, outperform direct coupons. Experience cocreation can advance social goals (e.g., building friendships), reduce the norm conflict and thereby make customers more likely to share and to redeem. The authors further investigate the effects of two strategies for driving the redemption of shared coupons with experience cocreation: changing the coupon’s face value (low vs. high) and using ex-post communication (social messages vs. economic messages). They find that social messages can make the low-value coupons as effective as the high-value coupons, thereby enabling the firm to “do more with less.”