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

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. Study 1 investigates the model with fashion retail brands’ SNS communications, and Study 2 replicates the design of Study 1 in the context of luxury hotel brands’ SNS for verification purpose. A web-based survey method in which participants evaluated their interaction with a brand’s SNS communication was used. Results show that two dimensions of mental imagery, quality and elaboration, facilitate favorable attitude toward a brand’s SNS advertising directly and indirectly via positive affect. Furthermore, the effect of transportability as a moderator was shown to be inconsistent between the studies. This research highlights key elements to assist in the design of SNS messages/content and the importance of taking users’ characteristics into account for effective brand communication in SNS.