IDEAS home Printed from https://ideas.repec.org/a/taf/tbitxx/v41y2022i5p934-945.html
   My bibliography  Save this article

The influence of self-construal on frequency of user activities and advertising involvement in Msg-SN

Author

Listed:
  • Lydia Qianqian Li
  • Jing Gao
  • Zhihong Shi
  • Wenjing Song

Abstract

The messenger-based social network (Msg-SN), e.g. WeChat Moments, has emerged as a new type of social networking with unique characteristics. Msg-SN plays a strikingly important role in people’s daily lives and has gradually become a battleground for advertisers to win consumers. This is especially the case in China. Unlike conventional social network sites (SNSs), Msg-SN offers a semi-closed space in which traditional advertising strategy based on Key Opinion Leaders may become infeasible. Drawing from self-construal theory, this study offers a new angle to understand the antecedents of advertising involvement in the context of Msg-SN. It conducted an empirical study with respondents from users of WeChat Moments, which reveals the different impacts of each facet of a user’s self-construal, including interdependent self-construal (InterSC), independent self-construal (IndepSC) and individualist self-construal (IndivSC), on adverting involvement, partially mediated by frequency of user activities. This study enriches the research of advertising involvement in the context of Msg-SN from a new angle. It also offers practical implications for marketers to achieve highly targeted advertising according to psychographic segmentations.

Suggested Citation

  • Lydia Qianqian Li & Jing Gao & Zhihong Shi & Wenjing Song, 2022. "The influence of self-construal on frequency of user activities and advertising involvement in Msg-SN," Behaviour and Information Technology, Taylor & Francis Journals, vol. 41(5), pages 934-945, April.
    • Handle: RePEc:taf:tbitxx:v:41:y:2022:i:5:p:934-945
    DOI: 10.1080/0144929X.2020.1846788
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1080/0144929X.2020.1846788
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1080/0144929X.2020.1846788?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Sun, Yuting & Zhang, Jianting & Li, Yixuan, 2024. "Realisation that online advertisements are misleading: Involvement of middle-aged and older adults with botanical dietary supplements," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:taf:tbitxx:v:41:y:2022:i:5:p:934-945. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Chris Longhurst (email available below). General contact details of provider: http://www.tandfonline.com/tbit .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.