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March 31, 2026Advertising Research

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

Dong Hoo Kim Tae Rang Choi Jungsik Cho

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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.

Implication

Investigates the interaction of visual effects and retargeting on advertising outcomes, suggesting novel marketing strategies.

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Cite This Study

Kim et al. (2026) studied this question.

synapsesocial.com/papers/69ec59fc88ba6daa22daba1a https://doi.org/10.16914/ar.2026.148.5

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