Ambiguous advertising is nothing new. It has been the stock-in-trade of unscrupulous sellers since the very transactions in an ancient market. In the age of social media unethical marketing methods are rife. Research in the International Journal of Technology Marketing acts as a warning to advertisers hoping to exploit consumers in this manner.
The work by Lilia Khrouf of the University of Manouba and Souad Maghraoui of the University of Soussein, both in Tunis, Tunisia, suggests that ambiguous advertisements placed on social media can compromise user trust and brand loyalty when such ambiguity is obvious or is unveiled . The research, which focused on the impact of ambiguity in advertising on one particular social media site, highlighted that vagueness in advertising statements does not persuade users to make a purchase, but tends to lead them to conclude that the advertiser is attempting to manipulate them. This not only results in fewer sales of the advertised products but also reduces positive electronic word-of-mouth activities. Many companies benefit significantly from electronic word-of-mouth as satisfied users share their experience with a product.
The team analysed data from 250 users, applying the statistical technique known as partial least squares structural equation modelling. They suggest that their study fills a gap in our understanding of a relatively unexplored area of advertising research. Earlier studies have debated the putative benefits of ambiguity in advertising communications. This new work clarifies the negative cognitive and behavioural consequences it can trigger.
The researchers suggest that clear and straightforward messaging with a well-defined communication strategy is crucial to strong and successful advertising rather than attempts to confuse and befuddle potential consumers. The team suggests that future work might look at the effects of cross-cultural differences and the socio-cultural context of internet users in terms of understanding this phenomenon and also across other social media.
Khrouf, L. and Maghraoui, S. (2023) ‘Is ambiguity an efficient tool in Instagram ads?’, Int. J. Technology Marketing, Vol. 17, No. 4, pp.347–362.