Metaphorical or Straightforward? Comparing the Effectiveness of Different Types of Social Media Advertising.

As presented in Table 3 , results showed that with high post popularity, the influence of advertising types on the FC and FD was significant for the whole adverts and marginally significant for the textual area ( F FCP (1, 54) = 10.104, p FCP = 0.002 < 0.01; F FDP (1, 54) = 8.831, p FDP = 0.004 < 0.01; F FCT (1, 54) = 3.894, p FCT = 0.054; F FDT (1, 54) = 3.873, p FDT = 0.054).

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