Mobile Content: Understanding Drivers of Engagement by Screen

Brand messages are now being delivered across multiple screens, including smartphones and PCs. While researchers have explored various marketing-related dynamics of mobile phone use, relatively little is known about the unique effects of different screens on the engagement outcomes of branded messages. In this research, the authors draw on construal level theory and propose that messages are construed at lower levels on mobile phone (vs. PC) screens, due to a closer psychological distance to those devices. Using a combination of four studies including lab experiments and an analysis with a unique dataset of branded social media messages consumed across mobile phone and PC screens, they show that immediate (i.e., closer temporal distance) social media messages are more engaging on mobile phones than PCs and that the effects are driven by low levels of construal. The findings suggest that there is a screen effect on content effectiveness, and therefore marketers need to not only consider the differences in format (e.g., screen size) of messages but also specifically configure content design for mobile consumption to enhance consumer engagement.