The Effectiveness of social media News Feed Ads Across the Purchase Funnel-The role of Advertising Appeal and Message Framing

• 1、College of Management and Economics, Tianjin University, Tianjin 300072

Abstract：With the development of digitalization, social media News Feed Ads has gradually been regarded as a powerful tool to spread brand stories and establish relationships with consumers, so advertisers are increasingly investing in this type of advertising. In order to explore what kind of advertisements can attract more users to watch commercials and make final purchases, this paper empirically studies the effect of emotional and rational appeal advertising in the different stages of consumer purchase funnel, and explores the moderating effect of message framing (gain framing vs. loss framing) Using data from a mid-sized insurance company. This study finds that emotional appeal advertising is more effective in the initial stage of the purchase funnel (attention) and can attract users to watch more; while rational appeal advertising is better in the lower funnel stages (preference and purchase), making it easier to allow users to take the product into consideration and finally buy it. In addition, advertising appeal and message framing have an interactive impact on the persuasiveness of advertising. Specifically, for emotional appeal advertising, the loss framing is more effective at each stage, while for rational appeal advertising, the gain framing is better. This study expands the research in related fields such as advertising effectiveness, advertising appeal, message framing, and the research conclusions also have important guiding significance for companies to design advertising content and develop advertising strategies.

Keywords： purchase funnel advertising effectiveness Advertisement Appeals Message Framing