"Advertisers tend to prefer CTA ads, Agarwal says, because they put social media users 'directly into purchase mode.' But past research had shown a downside to CTA ads: They often rubbed users the wrong way, especially when people felt manipulated."
"The researchers wondered whether an accumulation of 'likes' could overcome that resistance. Agarwal asks, 'Given that these are assertive ads, how would these social cues help or hurt?'"
#social-media-advertising #call-to-action-ads #consumer-behavior #research-findings #marketing-strategies
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