Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity
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- 作者：Jieun Lee jlee114@cau.ac.kr" class="auth_mail" title="E-mail the corresponding author ; Ilyoo B. Hong ; ihong@cau.ac.kr" class="auth_mail" title="E-mail the corresponding author
- 关键词：Social media advertising ; Social networking site ; Empathy ; Social influence ; Viral behavior
- 刊名：International Journal of Information Management
- 出版年：2016
- 出版时间：June 2016
- 年：2016
- 卷：36
- 期：3
- 页码：360-373
- 全文大小：1318 K
文摘
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Informativeness and advertising creativity were the key drivers of favorable behavioral responses to an SNS ad.
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Perceived herd behavior had an indirect impact on intention to express empathy.
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Privacy concerns negatively influenced user intention to express empathy for an SNS ad.
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Attitude and subjective norm were positively related to user intention to express empathy for the given SNS ad.
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Intention to express empathy positively influenced purchase intention.