Call-to-action or inaction? Call-to-action buttons hurt in-feed social advertising

Call-to-action (CTA) buttons are crucial in digital marketing, motivating consumers to engage in desired actions, such as making purchases. While prior research supports their effectiveness in direct mailing and outdoor advertising, our study challenges this prevailing view. Through three lab experiments conducted via WeChat and Instagram, with participants from both Eastern and Western cultures, we show the negative effects of CTA buttons in in-feed social advertising. Especially, in Study 1, we observe the negative effects of CTA buttons ('learn more' and 'shop now') on WeChat. Study 2 replicates these findings on Instagram and identifies ad nativeness as the underlying mechanism. Furthermore, we refute alternative explanations. Study 3 reveals a reverse effect: CTA buttons weaken ad click-through intentions on social platforms but enhance them on shopping platforms. By challenging the conventional understanding of the positive impact of CTA buttons, our research contributes to the field of CTA strategies and in-feed advertising.