1H Make Me Think or Tell Me a Story: The Effect of Category Interest, Need For Cognition, and Transportation Tendency in Social Media Advertising

• In Event: Working Paper Session & Reception
  In Working Paper Session: 1. Advertising

Short Abstract

The current research empirically documents the positive effects of category interest, need for cognition, and transportation tendency on the persuasiveness of social media adverting and, more importantly, examines the perceived usefulness of posted information and the perceived manipulative intent as the psychological mechanism underlying the observed effects.

Authors

• Kaptceva Valeriia, Hongik University, South Korea

• Felicia Caitlin, Hongik University, South Korea

• Nara Youn, Hongik University, South Korea