Irritating or Enjoyable? Exploring the Effects of Soft-Text Native Advertising and Social Media Engagement Metrics

This research explored the underlying mechanisms of soft-text native advertising’s effectiveness, as well as the impact of engagement metrics of social media advertising. An online experiment among Chinese consumers was conducted. The results showed that compared to hard-sell social media advertising, soft-text native advertising is more effective in inducing favorable attitudes toward ads and products as well as greater purchase intentions. This is achieved through inducing higher perceived entertainment, flow experience, ad value and lower perceived irritation. In addition, social media engagement metrics can significantly affect consumers’ purchase intentions through influencing perceived ad entertainment. The findings contributed to the native advertising literature and provided practical implications to advertising practitioners

Interacting with Social Media Ads : Effects of Carousel Advertising and Message Type on Health Outcomes

Carousel advertisements (ads) on social media provide consumers with the opportunity to scroll left and right when reading an ad’s content. Such an interactive advertising format has great potential to elevate consumers’ interactive and engagement experience with ads, which might be further linked with increased advertising effectiveness. The present study sets out to explore the efficacy of carousel advertising for communicating public health issues by considering both media-specific (i.e., noncarousel versus carousel) and message-specific (i.e., statistics versus narrative) characteristics. Through two experiments, we found reading carousel ads increased participants’ control perception, which was positively associated with their message engagement and then favorable ad-related outcomes. Yet, contrary to predictions, the narrative-based carousel ad was found to be no more interactive or engaging than the statistics-based one in affecting perceptual and attitudinal outcomes. We discuss the theoretical and practical implications of these findings for interactive advertising research.publishedVersionPeer reviewe

Enrichment mechanism and exploration and development technologies of high coal rank coalbed methane in south Qinshui Basin, Shanxi Province

Based on analysis of the basic geologic characteristics and enrichment controlling factors of the high coal rank coalbed methane (CBM) in south Qinshui Basin in China, its enrichment mode, and exploration and development technologies are studied. Practices on the CBM exploration and development proved that the CBM reservoirs in this study area have the following three major properties: (1) High coal rank, strong adsorption ability, and good resources condition; (2) Low porosity, bimodal porosity structure, and obvious “bottleneck” of flow condition; (3) low reservoir pressure gradient that can constrain production. Based on deep analysis of high coal rank coal properties, this study proposes a coexistence and complementarity concept of structure, sedimentary, thermal power and hydro-geological conditions, and establishes a CBM dissipation model, which can simplify CBM enrichment problem and directly guide the region selection of CBM development. Five major critical technical systems have been formed for the CBM exploration and development in south Qinshui Basin: (1) Comprehensive geophyisical exploration and evaluation technologies; (2) Well drilling and completion technologies for high coal rank coal reservoirs; (3) Major reservoir treatment technologies; (4) Intelligent drainage and production control technologies; (5) Digital technology of coalbed methane field. These have effectively provided technical support for an orderly productivity construction of new CBM blocks. Key words: Qinshui Basin, high coal rank coal, coalbed methane, enrichment characteristics, enrichment condition, exploration and development technologie