Investigation of how the Hong Kong young adults construe their identity through visual image in social media platform (Oral Presentation)

Social media advertising has become an essential communication channel for enhancing advertising effectiveness. Previous studies have shown that the attitude towards empathy expression (AEE) is a suitable construct in the context of social networking site advertising. Positive attitudes towards empathy expression have been linked to an increased intention to express empathy for SNS advertisements, ultimately leading to an intention to purchase. However, previous research has been limited to the usage of still images in social media advertisements and focused on college students' 'liking' behavioral response.

This study proposes to investigate how the gameful experience impacts value creation for users and its relationship with a positive AEE and purchase intention. By creating value for customers through their products or services, marketers can improve their selling power. Additionally, the study aims to explore the attitudes of adults towards social media advertising through an experimental process. The findings of this research will provide insights into effective strategies for social media advertising.