Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising

Peer reviewed: 
Yes, item is peer reviewed.
Scholarly level: 
Faculty/Staff
Final version published as: 

Campbell, Colin, Sean Sands, Emily Treen, and Brent McFerran, “Fleeting, But Not Forgotten: Ephemerality as a Means to Increase Recall of Advertising,”  Journal of Interactive Marketing. August 2021. https://doi.org/10.1016/j.intmar.2021.06.001

Date created: 
2021-08-27
Identifier: 
DOI: 10.1016/j.intmar.2021.06.001
Keywords: 
Ephemerality
Social media advertising
Memory
Recall
Snapchat
Instagram stories
Abstract: 

Ephemeral social media is growing in popularity and brands are increasingly using this method to engage with and advertise to consumers. Yet, little research attention has been paid to how consumers perceive and retain social media content, particularly marketing communications, when they are aware it will disappear. Across five studies we find that when viewers know content is ephemeral, their recall of the content is heightened compared to when they believe the content will be accessible later. We find that this increase in recall due to ephemerality is mediated by processing effort, such that when consumers believe content will disappear, they expend more effort processing the content than if the content is believed to be accessible again. Relevant to advertisers, we find this effect spills over to advertising embedded within ephemeral social media content. Our findings represent a novel means of increasing advertising recall, qualify past findings and theory, and suggest an important new stream of research. 

Description: 

Due to Elsevier journals' embargo periods, the fulltext of this manuscript will not be available in Summit until August 2022. If you require access sooner, please email summit@sfu.ca.

Language: 
English
Document type: 
Article
Rights: 
Copyright resides with the author(s).
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