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

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  • Ha, Sejin
  • Huang, Ran
  • Park, Jee-Sun

Abstract

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.

Suggested Citation

  • Ha, Sejin & Huang, Ran & Park, Jee-Sun, 2019. "Persuasive brand messages in social media: A mental imagery processing perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 41-49.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:41-49
    DOI: 10.1016/j.jretconser.2019.01.006
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    Cited by:

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    2. Hamelin, Nicolas & Thaichon, Park & Abraham, Christopher & Driver, Nicholas & Lipscombe, Joe & Pillai, Jayarethanam, 2020. "Storytelling, the scale of persuasion and retention: A neuromarketing approach," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Yim, Mark Yi-Cheon & Lee, JeongGyu & Jeong, Haeyoung, 2021. "Exploring the impact of the physical conditions of mannequin displays on mental simulation: An embodied cognition theory perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
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    5. Diana Gavilan & Maria Avello, 2020. "Brand-Evoked Mental Imagery: The Role of Brands in Eliciting Mental Imagery," SAGE Open, , vol. 10(4), pages 21582440209, November.
    6. Kim, Kyuree & Chung, Te-Lin (Doreen) & Fiore, Ann Marie, 2023. "The role of interactivity from Instagram advertisements in shaping young female fashion consumers’ perceived value and behavioral intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
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    8. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2021. "Be creative, my friend! Engaging users on Instagram by promoting positive emotions," Journal of Business Research, Elsevier, vol. 130(C), pages 416-425.

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