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PurposeThe purpose of this paper is to investigate the impact of design features in in-feed advertising on its effectiveness. Previous research on various forms of advertising has demonstrated that design features can influence advertising effectiveness. However, given the distinct presentation mode and content of in-feed advertising compared to traditional forms, it is crucial to examine whether the effects of design features differ for this type of advertising. Through two studies, we examined how five specific design features affect consumers' purchase intention within the context of in-feed advertising. The mediating role of perceived value and the moderating role of product involvement are also proved.Design/methodology/approachUsing the methods of online survey and online experiment, the author conducted two empirical studies. In study 2, the authors adopted the orthogonal array design to simplify experimental grouping.FindingsThe findings demonstrate that akin to conventional Internet advertising, the informational content, credibility and entertainment value of in-feed advertising exert a positive influence on its efficacy. Notably, the interactive nature of in-feed advertising significantly enhances users' inclination toward making purchases. Conversely, any form of interference can detrimentally impact its utility.Research limitations/implicationsThe study demonstrates five design characteristics that may impact the effectiveness of in-feed advertising, expanding the relevant theories about in-feed advertising. At the same time, this study contributes to the understanding of consumer responses to advertising. However, the two studies in this paper are conducted within the framework of WeChat, a popular Chinese social media platform, with the participants consisting exclusively of Chinese users.Practical implicationsConsidering the rapid development of in-feed advertising in terms of quantity, content and form, the author believes that the results of this paper can help advertisers in their design thinking. The moderating effect of product involvement can be applied to optimize personalized advertising delivery schemes.Originality/valueThis paper focuses on a practical problem, that is, how to improve the effectiveness of in-feed advertising by modifying advertising design features.

AbstractLimited by e‐tailers' ability to present accurate information about their products, consumers often misunderstand and misinterpret product messaging, which can heighten their perception of deception among e‐tailers and result in unfavorable consumer behaviors and actions. Integrating perceived deception and existing consumer behavior theories, this research examines the intricate relationships between product type (hedonic vs. utilitarian), consumer regulatory orientation (promotion vs. prevention), and their interactive effect on the relationship between perceived deception and consumer repurchase intention in online settings. Across three studies, we identified a less negative impact due to perceived deception for online repurchase intention of hedonic products than for utilitarian products. After perceived deception occurs, promotion‐oriented individuals show a higher online repurchase intention compared to prevention‐oriented individuals. Furthermore, the fit between promotion orientation and hedonic products works best to attenuate perceived deception's unfavorable impact on online repurchase intention. In contrast, the fit between prevention orientation and utilitarian products leads to the lowest online repurchase intentions. Also, e‐tailers can increase repurchase intentions by emphasizing the hedonic attribute, and instigating promotion intention would help mitigate the negative effects of perceived deception.

PurposeAlthough there have been considerable discussions on the business value of adopting blockchain in supply chains, it is unclear whether such blockchain-enabled supply chains (BESCs) can help firms mitigate the negative impact resulting from the recent COVID-19 pandemic. This study aims to answer this important question.Design/methodology/approachThe authors conduct an event study to quantify the financial effects of the COVID-19 pandemic and compare the differences in such effects between treatment firms that have adopted BESCs and matched control firms that have not adopted BESCs. The authors also perform a regression analysis to examine how the role of BESCs in mitigating COVID-19's negative impact varies across firms with different levels of supply chain leanness and complexity. The analysis is based on 88 treatment firms and 88 matched control firms, all of which are publicly listed on the US stock markets.FindingsThe test results suggest that although both the treatment and control firms are negatively affected by the COVID-19 pandemic, the effect is less negative for the treatment firms compared to the control firms, demonstrating the role of BESCs in mitigating the negative impact caused by the COVID-19 pandemic. Moreover, the mitigating role of BESCs is more pronounced for firms with lean and complex supply chains.Originality/valueThis study is among the first to provide empirical evidence on the mitigating role of BESCs during the COVID-19 pandemic, highlighting the importance of adopting blockchain in supply chains with high uncertainties and disruption risks.