Second, this study suggests a new approach for the use of
social media in advertising. Prior studies have focused mainly on
relations between users and social media, such as social media
usage patterns and user motivations (e.g., Gentile, Twenge,
Freeman, & Campbell, 2012; Kr€amer & Winter, 2008). Beyond
consumer relationships to social media, this research investigates
how structural features of social media, such as
different types of pages (News Feed and Timeline), can impact
message persuasion. Given that the two distinctive pages can
represent an owner's social relations to others, placing an
appropriate advertising message with the page (high-level construal
message to News Feed pages or low-level construal message
to Timeline pages) may increase the effectiveness of
persuasive messages. By suggesting the adoption of such a
strategy, the current research can offer a new guideline for social
media advertising.