Empathy toward Social Media Advertisements: The Moderating Role of Ad Intrusiveness

Arora, Nilesh; Rana, Meghna; Prashar, Sanjeev

doi:10.1080/10496491.2022.2163038

Cited by 10 publications

(5 citation statements)

References 105 publications

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“…Vividness is defined as the richness of the media and the degree of sensory stimulation during the presentation of the product in live streaming ( Sheng and Joginapelly, 2012 ). Arora et al (2023) discovered that through the multi-sensory stimulation of vivid information in social media advertisements, users can enjoy additional happiness and generate empathy. In LSE, streamers walk around, zoom in, and explain various angles and details of the products.…”

Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

How social and media cues induce live streaming impulse buying? SOR model perspective

Xia,

Chae,

Xiang

2024

Front. Psychol.

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Live streaming is revolutionizing the landscape of e-commerce, creating new opportunities for platforms and e-tailers to improve their performance. However, little is known about the underlying mechanisms that shape consumer behavior in this burgeoning business phenomenon. This study aims to shed light on the relationships between environmental cues generated by live streaming and online impulse buying. Drawing upon the Stimulus-Organism-Response framework, a comprehensive model was formulated to explore how social cues (streamer interaction, peer interaction) and media cues (vividness, realness) impact pleasure, arousal, perceived uncertainty, and subsequently induce consumers’ urge to buy impulsively. The model was tested by survey data from 403 consumers. SPSS and PLS are employed to verify the model. The findings revealed that realness and streamer interaction can reduce perceived uncertainty and foster a pleasant consumer experience, while vividness and peer interaction serve to awaken and delight consumers. Pleasure, arousal, and perceived uncertainty mediate antecedent variables’ effects on urge to buy impulsively in a parallel and reverse way, and emotions exert a more powerful influence. This study enriched the research on the influence mechanisms of impulse buying driven by live streaming and provided suggestions for platforms and streamers to optimize product display and guide interaction, which is conducive to leveraging the advantages of live streaming and creating greater commercial value.

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Section: Research Model and Hypothesis Developmentmentioning

confidence: 99%

How social and media cues induce live streaming impulse buying? SOR model perspective

Xia,

Chae,

Xiang

2024

Front. Psychol.

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“…Lee and Hong [6] extended this view and defined empathy expression as "the extent to which users respond to social media advertisements by clicking the "Like" button." Marketers recognize the value of consumers' social relationships on social platforms exhibited by "liking/sharing" an advertisement, purchasing an advertised product, or spreading positive electronic word of mouth [42]. On the other hand, it is necessary to mention that some users will ignore or skip an advertisement when it is not relevant or interesting.…”

Section: Attitude Toward Empathy Expressionmentioning

confidence: 99%

How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective

Demirci,

Ling,

Lee

et al. 2024

JTAER

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Consumers’ personality traits significantly influence their perceptions regarding social media advertising. While prior research on consumers’ purchasing intentions in social networking sites advertising has mainly focused on advertising valence antecedents, it is crucial to recognize that consumers’ susceptibility to advertising persuasion, particularly in terms of empathic expression, varies based on a key criterion: whether consumers are driven to attain a specific desired state or are more inclined to avoid an undesirable state. Regulatory Focus Theory (RFT) posits that individuals operate under distinct motivational mechanisms that govern their determination to achieve desired goals, influencing how they process and evaluate advertising messages. In light of RFT, we conducted an online survey with 524 valid responses, utilizing partial least squares (PLS) for research model analysis. The findings revealed that promotion-focused individuals have positively influenced perceptions of social media ad effectiveness (informativeness, ad creativity, perceived relevance, and emotional appeal). In contrast, prevention-focused individuals negatively perceived social media ad effectiveness. Furthermore, this study highlighted that perceived relevance and emotional appeal have a more significant impact on attitudes toward expressing empathy than informativeness and ad creativity.

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“…The impact of social media marketing on consumer behavior is also a dominant theme in recent research. For instance, Arora et al [28] explore how social media advertising influences consumer empathy, with ad intrusiveness playing a moderating role. This is complemented by findings from Alghiffari and Matusin [29], who noted that consumer engagement is a mediator between social media marketing and electronic word-of-mouth.…”

Section: The Role Of Avatars In Online Marketing and Consumer Engagementmentioning

confidence: 99%

Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior

Coble,

Ratican,

Hutson

2024

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<p>This article examines the complex dynamics between avatars and in-game advertising, probing how virtual representations influence consumer behavior within digital environments. It delves into the psychological interplay between self-perception and avatar embodiment, suggesting that while younger users may treat avatars as accessories showcasing personal interests, adults tend to opt for idealized selves, affecting their interaction with and responsiveness to virtual marketing. The study contemplates the avatar’s function as both a consumer and influencer in the expanding metaverse, considering the escalating integration of branded items in games. It also highlights potential shifts in consumption patterns as digital and physical realities converge. The article advocates for future research to explore the multifaceted impacts of avatars, such as age-related differences, the role of artificial intelligence in self-representation, and cross-platform avatar utilization, utilizing longitudinal data from sources like Second Life and social media profiling. In synthesizing these perspectives, the article underscores the necessity to further understand how avatars contribute to shaping digital consumerism, paving the way for a new domain in consumer psychology that navigates the evolving interface of the metaverse. The findings suggest that the nuances of digital identity formation are significant factors in the effectiveness of in-game advertising and indicate a transformative phase in marketing strategies tailored for virtual worlds.</p>

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Empathy toward Social Media Advertisements: The Moderating Role of Ad Intrusiveness

Cited by 10 publications

References 105 publications

How social and media cues induce live streaming impulse buying? SOR model perspective

How social and media cues induce live streaming impulse buying? SOR model perspective

How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective

Beyond the pixelated mirror: Understanding avatar identity and its impact on in-game advertising and consumer behavior

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