An Appeal to Intimacy: Consumer Response to Platform‐Appeal Fit on Social Media

This research investigates a novel type of fit unique to digital marketing: that between the intimacy of an advertizing appeal and of the social media platform through which it is advertized. In doing so, we challenge the common marketing practice of posting identical content across platforms by showing how the same ad is received differently by consumers across differing platforms. Consistent with theories of processing fluency, we propose that...