自动化评论审核提升社交媒体广告表现
Automated Comment Moderation Enhances Social Media Advertising Performance
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中文总结 AI 辅助
本研究通过六项实证研究证明，自动化审核有害评论能因果性提升社交媒体广告的转化率、广告支出回报率和购买意愿，且效果受平台透明度和评论类型调节。
中文摘要 AI 辅助
社交媒体广告不仅将品牌暴露给潜在客户，还使其面临以用户评论形式出现的未经过滤的消费者言论。虽然评论可以增强真实性和参与度，但它们也通过垃圾信息、仇恨言论和负面用户生成内容带来声誉风险。尽管人工智能驱动的评论审核解决方案日益普及，但关于审核（即隐藏有害评论）是否能改善广告效果，目前仍缺乏因果证据。通过六项实证研究——包括两项大规模现场实验和四项在线研究——我们证明，对有害评论的自动化审核能因果性地提升广告表现，包括转化率、广告支出回报率和购买意愿。我们还识别出两个重要的平台治理边界条件：审核带来的收益取决于平台是否对品牌的审核行为保持透明，以及审核哪些类型的评论。同时，当品牌对其自身的审核实践保持透明时，审核效果依然存在。我们通过揭示首个针对性的、预防性的干预措施来避免负面邻接效应，推进了社交媒体广告中情境效应的理论。对于管理者而言，结果表明，AI辅助的评论审核会影响真实的广告表现，但可能取决于平台层面的透明度设计。
英文摘要
Social media advertising exposes brands not only to potential customers but also to unfiltered consumer discourse in the form of user comments. While comments can enhance authenticity and engagement, they also introduce reputational risks through spam, hate speech, and negative user-generated content. Despite the increasing prevalence of AI-powered comment moderation solutions, little causal evidence exists on whether moderation (i.e., hiding harmful comments) improves ad effectiveness. Across six empirical studies-including two large-scale field experiments and four online studies-we demonstrate that automated moderation of harmful comments causally improves ad performance, including conversion rates, return on ad spend, and purchase intentions. We also identify two important platform-governance boundary conditions: the gains from moderation depend on whether the platform is transparent about the brand's moderation behavior, and what types of comments are moderated. At the same time, the moderation effect persists when the brand is transparent about its own moderation practices. We advance theory on context effects in social media advertising, by uncovering the first targeted, preventative intervention for avoiding negative adjacencies. For managers, the results show that AI-assisted comment moderation impacts real ad performance but may be contingent upon platform-level transparency design.
