Human image vs. human illustration

: what increases social media advertising effectiveness?

Abstract

In the social media advertising context, this study aims to investigate the effect of the presence of a Human Image (vs. a Human Illustration) on customer emotional responses (interest and enjoyment) and perceived credibility (attractiveness and trustworthiness), and how these triggered responses influence attitudes towards the ad and brand, and purchase intention. Across two experimental studies and one ad-based survey, this research demonstrates that the presence of a Human Image in a social media ad triggers more interest and credibility compared to the presence of a Human Illustration, while the latter produces higher levels of enjoyment. However, the results also reveal that only interest and trustworthiness will enhance purchase intention; the first directly, and the latter directly and indirectly via the attitude towards the brand. Based on the findings, we discuss the theoretical contributions and provide managerial implications on how to design more effective social media ads.

Date of Award	3 Jul 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Helena Pinto (Supervisor) & Maher Georges Elmashhara (Co-Supervisor)