본문 바로가기
KERD
논문KCI 등재

Experiencing High Loneliness Increases Evaluation of Products in Social Media Ads

0

조회

0

다운로드

0

인용

0

참고문헌

키워드

주제분류경영학

초록

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. When the social cues are absent, the advantage of advertising on social compared to non-social media for people with high (vs. low) loneliness disappears. The findings suggest that social media ads have a unique appeal for individuals experiencing loneliness and highlight the role of social cues in shaping product evaluations.

Abstract

This research investigates how loneliness affects people’s preferences for products that appear in social media ads. Four studies examine the impact of loneliness that is both measured in an established scale and situationally induced via a recall task. Individuals who experience higher levels of loneliness evaluate the same products more highly when they are advertised in a social (i.e., Instagram) compared to non-social (i.e., brand website) media platform. This effect occurs because loneliness increases people’s attention to others’ social evaluation of a product, and social media ads provide this information via social cues such as “likes” embedded in the ads. When the social cues are absent, the advantage of advertising on social compared to non-social media for people with high (vs. low) loneliness disappears. The findings suggest that social media ads have a unique appeal for individuals experiencing loneliness and highlight the role of social cues in shaping product evaluations.

참고문헌 (46)

  1. Appel Gil, "The Future of Social Media in Marketing", Journal of the Academy of Marketing science, 48(1), pp.79~95 (2020)
  2. Baker, David A., "The Relationship between Online Social Networking and Depression: ASystematic Review of Quantitative Studies", Cyberpsychology, Behavior and Social Networking, 19(11), pp.638~648 (2016)
  3. Berguno George, "Children’s Experience of Loneliness at School and its Relation to Bullying and the Quality of Teacher Interventions", Qualitative Report, 9(3), pp.483~499 (2004)
  4. Burke Moira, "Social Network Activity and SocialWell-Being", Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp.1909~1912 (2010)
  5. Cacioppo Stephanie, "Loneliness and Implicit Attention to Social Threat: A High-Performance Electrical Neuroimaging Study", Cognitive Neuroscience, 7(1–4), pp.138~159 (2016)
  6. Chaplin Lan Nguyen, "The Development of Self-Brand Connections in Children and Adolescents", Journal of Consumer Research, 32(1), pp.119~129 (2005)
  7. Chen Yue, "Effects of Social Media Self-Efficacy on Informational Use, Loneliness, and Self-Esteem of Older Adults", International Journal of Human–Computer Interaction, 39(5), pp.1121~1133 (2023)
  8. Chung, Jaeyeon (Jae), "I Really Know You: How Influencers Can Increase Audience Engagement by Referencing Their Close Social Ties", Journal of Consumer Research (2023)
  9. Coyle, Caitlin E., "Social Isolation, Loneliness and Health Among Older Adults", Journal of Aging and Health, 24(8), pp.1346~1363 (2012)
  10. Dogerlioglu-Demir Kivilcim, "Combating the Fear of COVID-19 Through Shared Accommodations: Does Perceived Human Presence Create a Sense of Social Connectedness?", Journal of Consumer Behaviour, 21(2), pp.400~413 (2022)
  11. "Businesses Are Increasing Their Investments in Social Media As Consumers Use Social Media More Than Ever Before–Here’s Why" (2021)[URL]
  12. Duclos Rod, "Show Me the Honey! Effects of Social Exclusion on Financial Risk-Taking", Journal of Consumer Research, 40(1), pp.122~135 (2013)
  13. Ellison, Nicole B., "The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites", Journal of Computer-Mediated Communication, 12(4), pp.1143~1168 (2007)
  14. Forman, Andrew M., "The Depersonalization of Retailing: Its Impact on the “Lonely” Consumer", Journal of Retailing, 67(2), pp.226~243 (1991)
  15. Gardner, Wendi L., "Social Exclusion and Selective Memory: How the Need to belong Influences Memory for Social Events", Personality and Social Psychology Bulletin, 26(4), pp.486~496 (2000)
  16. Gil de Zúñiga Homero, "Social Media Use for News and Individuals’ Social Capital, Civic Engagement and Political Participation", Journal of Computer-Mediated Communication, 17(3), pp.319~336 (2012)
  17. Guner Türkan Akyol, "The Effect of Loneliness on Death Anxiety in the Elderly During the COVID-19 Pandemic", OMEGA-Journal of Death and Dying, 87(1), pp.262~282 (2023)
  18. Guszcza, Jim, "Smarter Together", Deloitte Review, 22, pp.36~45 (2018)
  19. Hawkley, Louise C., "Loneliness Matters: A Theoretical and Empirical Review of Consequences and Mechanisms", Annals of Behavioral Medicine, 40(2), pp.218~227 (2010)
  20. Hunt, Melissa G., "No More FOMO: Limiting Social Media Decreases Loneliness and Depression", Journal of Social and Clinical Psychology, 37(10), pp.751~768 (2018)
  21. Jun Youjung, "Perceived Social Presence Reduces Fact-Checking", Proceedings of the National Academy of Sciences, 114(23), pp.5976~5981 (2017)
  22. Kanai Ryota, "Brain Structure Links Loneliness to Social Perception", Current Biology, 22(20), pp.1975~1979 (2012)
  23. "S. Korean Home Shopping Industry to ‘Go Digital’ to Attract Young Consumers" (2023)[URL]
  24. Kaplan, Andreas M., "Users of the World, Unite! The Challenges and Opportunities of Social Media", Business Horizons, 53(1), pp.59~68 (2010)
  25. Kelley, Harold H., "Interpersonal Relations: A Theory of Interdependence" (1978), Wiley
  26. Lakin, Jessica L., "I Am Too Just like You: Nonconscious Mimicry as an Automatic Behavioral Response to Social Exclusion", Psychological Science, 19(8), pp.816~822 (2008)
  27. Luo Ye, "Loneliness, Health, and Mortality in Old Age: A National Longitudinal Study", Social Science & Medicine, 74(6), pp.907~914 (2012)
  28. Marker Caroline, "Active on Facebook and Failing at School? Meta-Analytic Findings on the Relationship Between Online Social Networking Activities and Academic Achievement", Educational Psychology Review, 30(3), pp.651~677 (2018)
  29. Mead, Nicole L., "Social Exclusion Causes People to Spend and Consume Strategically in the Service of Affiliation", Journal of Consumer Research, 37(5), pp.902~919 (2011)
  30. "Giving People More Control on Instagram and Facebook" (2021)[URL]
  31. Muniz Jr. Albert M., "Brand Community", Journal of Consumer Research, 27(4), pp.412~432 (2001)
  32. Noreen Tayyaba, "Exploratory Study of the Impact of Social Media Marketing on Consumer Purchase Intention", Asia Marketing Journal, 17(3), pp.3~ (2015)
  33. Peplau, Letitia A., "Blueprint for a Social Psychological Theory of Loneliness", Love and Attraction: An Interpersonal Conference, pp.101~110 (1979)
  34. Phu Becky, "Facebook Use and Its Association with Subjective Happiness and Loneliness", Computers in Human Behavior, 92, pp.151~159 (2019)
  35. Primack Brian, "Social Media Use and Perceived Social Isolation Among Young Adults in the U.S", American Journal of Preventive Medicine, 53(1), pp.1~8 (2017)
  36. Russell Dan, "Developing a Measure of Loneliness", Journal of Personality Assessment, 42(3), pp.290~294 (1978)
  37. Segrin Chris, "Social Skills Deficits Among the Socially Anxious: Rejection from Others and Loneliness", Motivation and Emotion, 19, pp.1~24 (1995)
  38. Sheth, Jagdish, "The Future History of Consumer Research: Will the Discipline Rise to the Opportunity?", Advances in Consumer Research, 45, pp.17~20 (2017)
  39. Shiovitz-Ezra Sharon, "Situational Versus Chronic Loneliness as Risk Factors for All-Cause Mortality", International Psychogeriatrics, 22(3), pp.455~462 (2010)
  40. Skues, Jason L., "The Effects of Personality Traits, Self-Esteem, Loneliness, and Narcissism on Facebook Use Among University Students", Computers in Human Behavior, 28(6), pp.2414~2419 (2012)
  41. "Negative Social Media Effects According to Teenagers in the United States as of April 2018, by Emotional Well-Being" (2022)[URL]
  42. Su Lei, "Filling an Empty Self: The Impact of Social Exclusion on Consumer Preference for Visual Density", Journal of Consumer Research, 46(4), pp.808~824 (2019)
  43. Sugisawa Hidehiro, "Social Networks, Social Support, and Mortality Among Older People in Japan", Journal of Gerontology, 49(1), pp.S3~S13 (1994)
  44. Wang Jing, "The Lonely Consumer: Loner or Conformer?", Journal of Consumer Research, 38(6), pp.1116~1128 (2012)
  45. Wenger, Clare. G., "Social Isolation and Loneliness in Old Age: Review and Model Refinement", Ageing & Society, 16(3), pp.333~358 (1996)
  46. Wilcox Keith, "Are Close Friends the Enemy? Online Social Networks, Self-Esteem, and Self-Control", Journal of Consumer Research, 40(1), pp.90~103 (2013)

관련 논문AI추천

이 간행물의 다른 논문 (4건)