Advertising · Large-scale field experiment, three online lab studies, and theoretical model
Do More Likes Lead to More Clicks? Evidence from a Field Experiment on Social Advertising
Journal of Marketing Research · 2025
Summary
Displaying more likes increased click-through rates for lesser-known brands but not for well-known brands.
For your marketing
Possible founder application
Social proof may matter more when brand familiarity is low, but the effect can depend on audience behavior. Test against downstream conversion and avoid optimizing for visible engagement alone.
Reported result
What the study found
Displaying more likes increased click-through rates for lesser-known brands but not for well-known brands. It had a stronger effect on like rates among more socially engaged users.
Research question
What the authors investigated
Does displaying a larger number of likes on an ad cause more users to like or click it?
Design
A large-scale WeChat field experiment is complemented by three online laboratory studies and a theoretical model.
Sample and setting
WeChat social advertising plus online lab studies; the accessible abstract does not report a sample size.
Scope and transfer
Limitations to keep in view
A single platform and specific social-ad context; the abstract does not report sample size or all treatment details. Likes and clicks are intermediate outcomes rather than qualified leads or sales.
Research sources
Journal of Marketing Research publisher abstract; results summarized at abstract level.