Journal
INTERNATIONAL JOURNAL OF ADVERTISING
Volume 30, Issue 3, Pages 399-424Publisher
ROUTLEDGE JOURNALS, TAYLOR & FRANCIS LTD
DOI: 10.2501/IJA-30-3-399-424
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This study examines the effects of ad message strategies, especially message framing and keyword insertion, along with online users' levels of product involvement in the context of keyword search ads. A total of 166 undergraduate students participated in the experiment, featuring a 2 (positively vs negatively framed message) x 2 (keyword insertion vs no keyword insertion) between-subjects design with a covariate (i.e. levels of product involvement). The results revealed that all three variables were working together to influence online users' click-through behaviour. Collectively, the result verifies the premise that both the message characteristics and the characteristics of online users should be taken into account to explain click-through of keyword search ads. Implications and limitations are also discussed.
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