[4Xin2] Poster session 2

[4Xin2-61] Impact of LIWC-Analyzed Linguistic Features on Instagram Ads CTR

〇Kenjiro Inoue¹, Mitsuo Yoshida¹ (1.University of Tsukuba)

Keywords:LIWC, Instagram, Advertising, CTR

In 2022, online advertising reached $209.7 billion, a 10.8% year-over-year increase. With this expansion, research on display ads intensified. A crucial focus is understanding the relationship between consumer attitudes, purchase intentions, and actual buying behavior. Much research exists on non-verbal ad features, but the effects of linguistic features are less explored.
This study, targeting health foods and cosmetics, analyzed Instagram ad texts using the Japanese version of the Linguistic Inquiry and Word Count (LIWC). It quantified linguistic features and their impact on Click-Through Rate (CTR). Results show that in health food ads, words related to 'risk' and 'incongruity' positively influenced CTR, proving effective in offering solutions for health issues. In cosmetic ads, words about 'visual perception' and 'negative' positively impacted CTR, demonstrating that arousing awareness of the current situation and emphasizing visual appeal and beauty are effective. However, if consumers are highly interested in a product, the ad copy can significantly influence click behavior, possibly exceeding linguistic features' impact.