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Top1 . Introduction
Advertising has become one of the most important channels for social network marketing strategy. At the same time, brand awareness is an important factor that influences users’ review and forwarding and then affects the advertising effect (Zs, Yz, Fo, & Ab, 2019; Miguel, 2020). From the perspective of marketing activities, companies need to place a large number of advertising on social networks to increase sales. Meanwhile, companies also need to consider what kind of advertising contents can enhance brand awareness (Pantea, 2019; Dabbous & Barakat, 2020). However, few companies think about whether different brand awareness should adopt different advertising content. Whether there is a interactive relationship between brand awareness and advertising content characteristics, it is a problem that marketers often face. So, analyzing the effectiveness of interaction between brand awareness and social network advertising contents can provide novel insights into a social network advertising strategy.
Nonetheless, mainstream research on the social advertising effectiveness has still lagged in two critical aspects that motivate this study. First, prior studies have focused on advertising contents and brand awareness separately, which paid little attention to the interaction between advertising contents and brand awareness on the effectiveness of social network advertising. On the one hand, some studies used advertising content, such as page design and advertising slogans as independent variables and web clicks as dependent variables, to analyze the social network advertising effectiveness (Weng, Huang, & Bao, 2021). But the conclusions of these studies conclusions are not entirely adopted by marketing practices. On the other hand, some studies analyzed that brand awareness is one of the core factors of users’ behavior, different brand awareness has different effects on advertising (Phua, Jin, & Kim, 2017; Hayes, Brinson, Bott,& Moeller, 2021).In social network advertising, all advertisers’ contents (such as brand awareness, page design, and marketing to mix) are unified and integrated into the social network post (Sreejesh, Pa, Strong, & Pius, 2020). It is not clear which element can understand social network advertising. Thus, the literature lacks an interactive perspective of analyzing the effectiveness of interaction between brand awareness and social network advertising.
Second, prior studies have shed little light on the moderating role between social network advertising and the effectiveness. On the one hand, some studies focused on brand awareness’s influence on advertising effectiveness (Kim & Sundar, 2014; Niu, Wang, & Liu, 2021). But there is expected to be very little research specifically on social networks. On the other hand, some studies focused on social network advertising contents to analyze the effectiveness (Weng et al., 2021). The most difference between the social networking scene and the web scene is user-generated content. Users can interact with each other through the user-generated content, thereby influencing the behavior of individual users (Miguel, 2020; Sreejesh et al., 2020; Kemp, Cowart, & Bui, 2020). However, there is very little research paid attention to the moderating role of social network scenarios on the social network advertising effectiveness. Thus, literature also lacks the moderating role of analyzing the effectiveness of interaction between brand awareness and social network advertising.