TY - JOUR
T1 - Consumer Engagement with Brands’ COVID-19 Messaging on Social Media
T2 - The Role of Perceived Brand–Social Issue Fit and Brand Opportunism
AU - Mundel, Juan
AU - Yang, Jing
N1 - Funding Information:
This research was funded by DePaul University.
Publisher Copyright:
© 2021 American Academy of Advertising.
PY - 2021
Y1 - 2021
N2 - While the trade press has started to report on consumer responses to brand messaging about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to emerge. In this study, we investigated how consumers in the United States responded to Instagram ads containing COVID-19 claims based on the perceived brand–social issue fit, which is determined by whether the brand’s product was considered essential or nonessential. Results showed perceived brand–social issue fit to be of dual nature, where stronger perceptions of fit (i.e., essential products advertised with COVID-19 claims) resulted in more positive ad evaluations, brand attitudes, and consumer engagement intentions. Lower perceptions of fit (i.e., nonessential products with COVID-19 claims) led to perceptions of brand opportunism, which we conceptualized as a negative evaluative outcome that negatively impacted ad/brand attitude and consumer engagement intentions. The findings provide insights for brands interested in placing ads addressing the changing environmental conditions resulting from COVID-19 and advances the literature on pandemic messaging.
AB - While the trade press has started to report on consumer responses to brand messaging about the ongoing novel coronavirus (COVID-19) pandemic, empirical results have yet to emerge. In this study, we investigated how consumers in the United States responded to Instagram ads containing COVID-19 claims based on the perceived brand–social issue fit, which is determined by whether the brand’s product was considered essential or nonessential. Results showed perceived brand–social issue fit to be of dual nature, where stronger perceptions of fit (i.e., essential products advertised with COVID-19 claims) resulted in more positive ad evaluations, brand attitudes, and consumer engagement intentions. Lower perceptions of fit (i.e., nonessential products with COVID-19 claims) led to perceptions of brand opportunism, which we conceptualized as a negative evaluative outcome that negatively impacted ad/brand attitude and consumer engagement intentions. The findings provide insights for brands interested in placing ads addressing the changing environmental conditions resulting from COVID-19 and advances the literature on pandemic messaging.
KW - Brand management
KW - COVID-19
KW - brand opportunism
KW - brand–social issue fit
KW - pandemic messaging
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U2 - 10.1080/15252019.2021.1958274
DO - 10.1080/15252019.2021.1958274
M3 - Article
AN - SCOPUS:85113633639
SN - 1525-2019
VL - 21
SP - 173
EP - 190
JO - Journal of Interactive Advertising
JF - Journal of Interactive Advertising
IS - 3
ER -