Friday, January 6, 2012
Facebook users that Like themselves Like ads
A new
Journal of Consumer Research study finds that consumers are more likely to identify with a brand’s ads when it is placed next to personal information on their Facebook pages. In addition, the higher the Facebook user’s self-esteem, the more positive his or her attitudes are likely to be toward the brand, if the user feels the ad relates to them.
The concept is known as “implicit self-referencing.” It is the positive feelings a person with high self-esteem encounters when viewing their Facebook page, potentially translating into an affirmative experience with the brands placed near the personal information on that page, when brand concepts tie into the consumer’s self-concepts.
Study author, Andrew W. Perkins stated in a press release: “Consumers are increasingly comfortable posting a wealth of personal information online, and such digital extroversion certainly creates opportunities for marketers to effectively target and embed their appeals.”
(Posted by: Diana Fitzgerald, Marketing Assistant)Labels: advertising, Facebook, social media
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