How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective
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...
| Main Authors: | , , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-03-01
|
| Series: | Journal of Theoretical and Applied Electronic Commerce Research |
| Subjects: | |
| Online Access: | https://www.mdpi.com/0718-1876/19/1/31 |
| _version_ | 1797240364840517632 |
|---|---|
| author | Serhan Demirci Chia-Ju Ling Dai-Rong Lee Chien-Wen Chen |
| author_facet | Serhan Demirci Chia-Ju Ling Dai-Rong Lee Chien-Wen Chen |
| author_sort | Serhan Demirci |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-04-24T18:06:16Z |
| format | Article |
| id | doaj.art-b3e12bcf3ff14c7796e38a00c2020344 |
| institution | Directory Open Access Journal |
| issn | 0718-1876 |
| language | English |
| last_indexed | 2024-04-24T18:06:16Z |
| publishDate | 2024-03-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Theoretical and Applied Electronic Commerce Research |
| spelling | doaj.art-b3e12bcf3ff14c7796e38a00c20203442024-03-27T13:50:22ZengMDPI AGJournal of Theoretical and Applied Electronic Commerce Research0718-18762024-03-0119158159610.3390/jtaer19010031How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological PerspectiveSerhan Demirci0Chia-Ju Ling1Dai-Rong Lee2Chien-Wen Chen3Department of Marketing and Logistics Management, College of Management, Chaoyang University of Technology, Taichung 41300, TaiwanPh.D. Program in Management, Da-Yeh University, Changhua 51591, TaiwanDepartment of Business Administration, Feng Chia University, Taichung 40724, TaiwanDepartment of Business Administration, Feng Chia University, Taichung 40724, TaiwanConsumers’ 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.https://www.mdpi.com/0718-1876/19/1/31regulatory focus theorysocial media advertising effectivenessempathy expressionintention to empathy expressionpurchase intention |
| spellingShingle | Serhan Demirci Chia-Ju Ling Dai-Rong Lee Chien-Wen Chen How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective Journal of Theoretical and Applied Electronic Commerce Research regulatory focus theory social media advertising effectiveness empathy expression intention to empathy expression purchase intention |
| title | How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective |
| title_full | How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective |
| title_fullStr | How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective |
| title_full_unstemmed | How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective |
| title_short | How Personality Traits Affect Customer Empathy Expression of Social Media Ads and Purchasing Intention: A Psychological Perspective |
| title_sort | how personality traits affect customer empathy expression of social media ads and purchasing intention a psychological perspective |
| topic | regulatory focus theory social media advertising effectiveness empathy expression intention to empathy expression purchase intention |
| url | https://www.mdpi.com/0718-1876/19/1/31 |
| work_keys_str_mv | AT serhandemirci howpersonalitytraitsaffectcustomerempathyexpressionofsocialmediaadsandpurchasingintentionapsychologicalperspective AT chiajuling howpersonalitytraitsaffectcustomerempathyexpressionofsocialmediaadsandpurchasingintentionapsychologicalperspective AT daironglee howpersonalitytraitsaffectcustomerempathyexpressionofsocialmediaadsandpurchasingintentionapsychologicalperspective AT chienwenchen howpersonalitytraitsaffectcustomerempathyexpressionofsocialmediaadsandpurchasingintentionapsychologicalperspective |