Pro-Veganism on Instagram: Effects of User-Generated Content (UGC) Types and Content Generator Types in Instagram-Based Health Marketing Communication about Veganism

Purpose: Through two experiments, this study assessed source and message effects of Instagram-based pro-veganism messages.
Design/methodology/approach: Experiment 1 (N = 294) examined effects of organization (brand vs nonprofit) and message types (egoistic vs altruistic) on consumer responses to Instagram-based pro-veganism content. Experiment 2 (N = 288) examined effects of source type (celebrity vs noncelebrity) and message valence (positive vs negative) on consumer responses to Instagram-based pro-veganism content.
Findings: Results demonstrated significant main effects of organization type, with consumers indicating more positive attitudes and higher credibility toward the brand. Significant main effects of message type were also found, with altruistic messages eliciting higher perceived information value than egoistic messages. Subjective norms had moderating effects on attitude toward the organization, while attitude toward veganism had moderating effects on perceived information value. Results also indicated significant main effects of message valence on perceived information value of pro-veganism Instagram posts and significant interaction effects of the two manipulated factors on intention to spread electronic word-of-mouth (eWOM) about pro-veganism.
Originality/value: Implications for use of Instagram-based health marketing communication about veganism were discussed. Specifically, organizations looking to use social media to influence attitudes and behavioral intentions toward health issues should seek to reach their target audiences through selecting endorsers and messages that will optimally present the health issue in a relatable and engaging way.

Advertising Nativeness as a Function of Content and Design Congruence

Abstract: Despite high interest in native advertising, the definition and effectiveness of native advertising remain subjects of debate. To address this problem, we explored the nature of perceived advertising nativeness as experienced by media users, developed a scale to measure this perception, and examined how it influence advertising outcomes. Using survey data about 32 ad stimuli from three studies, we examined the nature and role of perceived advertising nativeness. The 6-item ad nativeness scale, consisting of two congruence dimensions (i.e., content nativeness and design nativeness), was reliable and valid, and the construct significantly influenced attitude toward the advertisement (Aad), attitude toward the brand (Ab), and purchase intention (PI). Content and design nativeness had different effects on these advertising outcomes at different levels (high vs. low) of consumer involvement. This study contributes to the theoretical knowledge of native advertising and offers an empirical method for optimizing the performance of native advertising.