Journal of Guangdong University of Technology ›› 2021, Vol. 38 ›› Issue (04): 17-25.doi: 10.12052/gdutxb.210032

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The Influencing Mechanism of User Empathy Expression and Purchase Intention in Interactive Social Media Advertising

Du Helen S., Li Zhan-yao, Li Dong-xia, Jiang Rui-xin   

  1. School of Management, Guangdong University of Technology, Guangzhou 510520, China
  • Received:2021-03-01 Online:2021-07-10 Published:2021-05-25

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Abstract: The rapid development of mobile information technology has further innovated the forms of advertising in social media. Interactive social media advertising has won the favor of enterprises. Focusing on the unique interactive behavior and psychology of users and based on the hierarchy of effects model and cognitive-developmental theory, a model of user empathy expression and purchase intention is constructed and verified by 337 valid samples. The research results show that two social psychological factors (fear of missing out and social influence) and two advertising content factors (content quality and source credibility) significantly positively affect users’ advertising cognition; that users' advertising cognition is passed ultimately affects empathy expression and purchase intention through affecting advertising attitude, and that users’ empathy expression intention significantly affects purchase intention. Guidance for companies is provided to conduct interactive social media advertising, and research directions and suggestions put forward for mobile social media interactive advertising research.

Key words: mobile social media, social media advertising, hierarchy of effects model, empathy expression

CLC Number: 

  • TP3-05
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