How different advertising formats and calls to action on videos affect advertising recognition and consequent behaviours

With theoretical foundations grounded on the Persuasion Knowledge Model, we conducted an online experiment to examine how the formats and calls to action (CTA) of Facebook’s native advertising impact consumers’ recognition in a specific advertisement. A 3 × 3 factorial between-subjects design was employed. We found that presenting an advertisement in a video format and a CTA using a ‘shop now’ function can increase advertising recognition when compared to other approaches. Additionally, we also found that different levels of advertising recognition generally lead to different levels of perceived entertainment, credibility, irritation, and behavioural share intention, and to different levels of understanding of persuasive intention.