From gamification perspective: Experiment on the Chinese adults’ attitude on social media advertising (Oral Presentation)

Abstract

Social media advertising is a critical communication channel in today's world for enhancing advertising effectiveness. Earlier studies have shown that the attitude towards empathy expression (AEE) is a suitable construct in the context of social networking site advertising. Scholars have observed that participants with a positive attitude towards empathy expression are more likely to express empathy for SNS advertisements, leading to an increased intention to purchase. However, previous research has focused on college students and the 'liking' behavioral response, primarily limiting its scope.

The objective of this study is to examine the influence of the gameful experience on value creation for consumers and its association with a positive AEE and purchase intention. Marketers can enhance their selling power by offering consumers value through their products or services. Additionally, the study intends to investigate the attitudes of adults towards social media advertising via an experimental process. The outcomes of this research will offer valuable insights into effective strategies for social media advertising and how to achieve its effectiveness.