Analysis of quantifying appeals via LIWC and their impact on CTR for Instagram

Abstract

Online advertising has grown remarkably, with the display advertising market in Japan accounting for one-third of the total online advertising market. Display advertising consists of images and text, and advertisers maximize sales revenue by contacting consumers through advertisements and encouraging them to make purchases. In today's society, where products are becoming more homogenized and needs are diversifying, appealing to consumer psychology through advertisements is becoming increasingly important. However, it is not sufficiently clear what kind of appeal influences consumer psychology. In this study, we quantified the appeal of texts of advertisements for health products and cosmetics, which were actually delivered in Instagram advertisements, one of display advertisements, by applying Linguistic Inquiry and Word Count (LIWC). The correlation between CTR and the text was analyzed. The results showed that negative appeals that arouse consumer anxiety and a sense of crisis were related to CTR.