Research On Empathy Effect In SNA

?Internet Trends Report 2016?points out that Online Advertising,especially SNA,is exploding.In some cases,users of SNS not only take in the information from the SNA,but also comment and forward.According to the research of industry,only 22%of the comsumers show positive attitudes of the SNA,and 8%of them abandoned using the social media on account of rampant advertising.Gruber(2006)asks how advertising in online social networks can success.Gustin(2012)said,the bottom line is that in order for a SNS ad to be considered effective,it should be able to lead users to favorably respond to the ad(e.g.,publicly expressing his/her support for the ideas conveyed by,or for the mood generated by,the ad).User's positive responses are likely to help spread the message and contribute to increasing the awareness of the featured brand.Over the last decade,numerous studies have modeled user behavior on SNS based on the TRA.However,there is little focus on SNS use.The SNA have grown so fast that there is simply no time to develop such studies.The lack of research studies and scholarly data on perceptions of advertising in online social networks stimulated the beginning of this study.Based on the theory of reasoned action,the social influence theory,and the persuasion theory,etc.,we developed hypothesis and buit model to tackle the the research problem:Identify the antecedents of the behavioral intention to engage in positive user behavior for the SNA and propose a conceptual model of how positive user responses to an advertisement formed on SNS.Through data analysis,the results show that the Creativity,Emotional Appeal,Informativeness and Normative Social Influence have significant influence on users' attitude toward empathy expression.In different situations,such as different social media and different resources of the SNA,the results were different.Our findings provide useful insights into what contributes to the formation of user attitudes to empathy expression and behavioral intention to express empathy with regards to a SNS ad.And they offer theoretical and practical implications for social media advertising.