The Effects of Product Type, Product Involvement and Technology Fluidity on Flow and Newsfeed Advertising

Existing research explaining product and technology factors influencing the effectiveness of newsfeed ads embedded in social media platforms remains scarce. Applying the flow concept and technology fluidity theory, this experiment explored how product and technological factors influenced consumers' interaction with and evaluation of newsfeed ads on Facebook. Results showed that product type (think vs. feel) but not product involvement level (high vs. low), influenced immersion (a flow dimension) with the ad. While technology fluidity predicted users' sense of control (a second flow dimension) of the ad, the two flow dimensions were positively related to attitude toward the newsfeed ad.