Visual Emphasis in Social Media: How Zoom-in Effects and Retargeting Interact in Shaping Advertising Effectiveness

Key Points

• This research examines how visual effects and retargeting influence attitudes, purchase intentions, and click-through rates in social media advertising.
• Conducted two studies to analyze the interaction between retargeting and zoom-in/zoom-out effects on advertising effectiveness.
• Study 1 tested consumers' psychological distance towards ads through an experimental approach.
• Study 2 utilized real social media data to validate the findings from Study 1.
• Retargeted ads influenced consumers to perceive a closer psychological distance, leading to more positive attitudes and higher purchase intentions.
• No significant effects were observed for non-retargeted consumers regarding visual effects.