Time of Day and Construal Level Interact to Influence Engagement With Information

Social media messages that match with a high-level construal engage consumers more in the morning, whereas those that match a low-level construal engage consumers more in the evening. Empirical evidence comes from an experiment and a Twitter dataset. These findings have implications for both theory and practice.



Citation:

Ozum Zor, Kihyun Hannah Kim, and Ashwani Monga (2020) ,"Time of Day and Construal Level Interact to Influence Engagement With Information", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1243-1243.

Authors

Ozum Zor, Rutgers University, USA
Kihyun Hannah Kim, Rutgers University, USA
Ashwani Monga, Rutgers University, USA



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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