A preliminary study on social cues design in mobile check-in based advertisement

Abstract

Companies consider the check-in service as an new advertising channel to promote the companies and products. The check-in based advertisement always has different level of social cues richness. Determining an effective social cues design in check-in based advertisement is a critical question. This research explores which social cues design will be appropriate in check-in based advertisement. The results of a laboratory experiment supported that the design of higher social cues richness increases higher advertising effectiveness measured by attitude toward the ad in general. Social media users would intend to use the appropriate design if the design is effective and easy-to-be-memorized. © 2014 Springer International Publishing.