Persuasive messages and emotional responses in social media marketing

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.