PERSUASIVE MESSAGES AND EMOTIONAL RESPONSES IN SOCIAL MEDIA MARKETING

Year 2017, Volume: 4 Issue: 3, 202 - 208, 30.09.2017

Halit Keskin , Ali E. Akgun Hayat Ayar , Tuba Etlioglu

https://doi.org/10.17261/Pressacademia.2017.481

Abstract

Purpose- Persuasive
message variables namely; argument quality, post popularity, and post
attractiveness have rarely been theoretically analyzed in relation to
consumers’ attitudes in social media marketing (SMM) literature. Therefore, to
enhance ELM theory in SMM, the aim of this study is to investigate the effect
of using persuasive messages on users’ emotional responses, such as sympathy
and empathy.

Methodology- We develop
a conceptual model encapsulating interrelationships between persuasive message
variables and users’ emotional responses. 
By using ELM theory, this paper investigates how persuasive messages can
influence users’ emotional responses in SMM activities. This study also
examines relationships between sympathy and empathy as emotional responses to social
media posts.

Findings- We propose
that (1) the persuasive message variables are positively related to sympathy
and empathy responses, (2) sympathy response is positively associated with
empathy response, (3) sympathy response mediates the relationship between
persuasive message variables and empathy.

Conclusion- This
research offers contribution to SMM literature by presenting a model of
interrelationships among persuasive messages and emotional reactions. 

Keywords

Elaboration likelihood model theory, emotional responses, persuasive messages, social media marketing

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