Message content in keyword campaigns, click behavior, and price-consciousness: A study of millennial consumers

Building upon the expectancy theory, this study suggests that message content in keyword advertising influences click behavior. The moderating role of price consciousness is also examined. An online experiment using an ex-post filter sampling method is implemented (final n=165). The results of binary logistic regressions indicate that descriptive message content is more clicked than commercial. Price-consciousness appears to moderate the relationship, with high price-conscious consumers being more influenced by descriptive content than less price-conscious consumers. The obtained results are meaningful and significant for the millennial consumers under study.