Persuasive brand messages in social media: A mental imagery processing perspective

摘要

This research examines how mental imagery affects the persuasive effectiveness of a brand's SNS (Social Networking Service) and whether transportability moderates such processing in SNS. Using a web-based survey design, two studies were conducted to test the research hypotheses across SNS communications in two domains: fashion retail brands' SNS (Study 1) and luxury hotel brands' SNS communications (Study 2). Results show that two dimensions of mental imagery, quality and elaboration, facilitate favorable attitude, both directly and indirectly via positive affect, toward a brand's SNS advertising. Furthermore, the moderating effect of transportability is shown to occur in Study 1 with somewhat inconsistent results in Study 2. This research highlights key elements which may potentially assist in the design of SNS messages and content, as well as the importance of considering users' characteristics to create effective brand communication for SNS.