Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity

作者：

Highlights：

• Informativeness and advertising creativity were the key drivers of favorable behavioral responses to an SNS ad.

• Perceived herd behavior had an indirect impact on intention to express empathy.

• Privacy concerns negatively influenced user intention to express empathy for an SNS ad.

• Attitude and subjective norm were positively related to user intention to express empathy for the given SNS ad.

• Intention to express empathy positively influenced purchase intention.

摘要

•Informativeness and advertising creativity were the key drivers of favorable behavioral responses to an SNS ad.•Perceived herd behavior had an indirect impact on intention to express empathy.•Privacy concerns negatively influenced user intention to express empathy for an SNS ad.•Attitude and subjective norm were positively related to user intention to express empathy for the given SNS ad.•Intention to express empathy positively influenced purchase intention.

论文关键词：Social media advertising,Social networking site,Empathy,Social influence,Viral behavior

论文评审过程：Received 8 May 2015, Revised 8 December 2015, Accepted 6 January 2016, Available online 21 January 2016, Version of Record 21 January 2016.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2016.01.001