Creative Appeals in Firm-Generated Content and Product Performance

Creative and original message appeals stimulate customers, generating arousal through novelties, meanings, associations, inspirations, human emotions and connections, and the degree to which the message appeals resonate and get the attention of the customers. Hedonic appeals imbue desirability around a product, endowing it with mystery or coolness, subtly invoking intentions, anticipation, and agency. Firms should highlight more about the hedonic rather than utilitarian features of products with high quality, highly consistent, or less complex firm-generated messages to persuade consumers to purchase. High-quality content is original and virtuosic, novel and compelling, curated and accurate, insightful and relevant, relatable and credible, authentic and immersive, and engaging and resonating with customers. Message goal consistency calls for alignment to central brand guidelines (i.e., what the brand stands for, its value proposition, and its purpose) and adherence to the brand DNA regarding look and feel, tone and manner in content creation. Writing clearly and concisely in a novel approach creates intrigue by making firm-generated content communications stick. Excellent writing and easy readability make for easy comprehension and consequently better persuasion. Firms stand to gain more by devoting resources, such as employee training for content creation and technology acquisition in getting high quality, easy-to-comprehend, and goal consistent messages to customers.

• 저널Information Systems Research · 33(1) · 18–42
• 토픽Digital Marketing and Social Media · Sociology and Political Science
• DOI10.1287/isre.2021.1051
• 저자Jifeng Mu, Jonathan Z. Zhang, Abhishek Borah, Jiayin Qi