The value of future focus and experiential ad appeals in strengthening the effect of brand-pandemic fit on eWOM

Since the outbreak of COVID-19 in March 2020 brands have quickly adapted the content of their advertising to include pandemic related social and health messages. This paper explores the relationship of fit between the advertised brand and the pandemic as a potential influence on consumers' eWOM intentions in an advanced and emerging market. Inspired by metacognitive fluency theory, we propose and find that pandemic adapted advertisements for brands that are high on brand-pandemic fit enhance consumers' eWOM intentions in both markets. This relationship is stronger for experiential ad appeals and future focus in the ads. In terms of temporal focus, building on construal level theory, we find that the effect of fit on eWOM is increased by using future focused ads. Together, the results establish relationships between brand-pandemic fit of advertisements, ad liking, ad-appeals, future focus, and eWOM intentions. We conclude with a discussion of how brand advertising can facilitate societal well-being as high fit brands help individuals solve pandemic related challenges and generate more consumer engagement via eWOM intentions.