The Influences Of Advertising Appeals And Self-construal On Information Sharing Intention In The Social Media

Nowadays,with the development of mobile Internet technology,the number of social media users in China is growing.Social media is being increasingly used as a platform to launch marketing and advertising activities.Merchants and advertisers have paid much money,resources and time on social media ads.However,how to stimulate users' sharing intention is becoming a huge challenge to them.Based on the theory of impression management and self-construal,we choose other-benefit and self-benefit appeals as the breakthrough,we are trying to explore the influence of two different ads appeals and self-construals on sharing intention.We have two studies to verify our hypothesis.In study 1,we use the hotpot as our experiment material to verify the main effect.The results found that when using social media ads that are other-benefit,the interdependent self-construal users will have higher intention to share;when using social media ads that are self-benefit,independent self-construal users have a higher intention to share.In study 2,we changed the product of experiment material to explore the mechanism of this effect,that is impression management motivation.The study found that when using social media ads that are other-benefit,it will stimulates higher impression management motivation of the interdependent self-construal users,so their information sharing intention is higher.When using social media ads that are self-benefit,the independent self-construal users' impression management motivation are weak.However,the self-benefit ads can satisfy their pursuit of personal interests,so their information sharing intention will be higher as well.The impression management motivation of independent self-construal users is not significantly different between the self-benefit ads and other-benefit ads.The mechanism of impression management motivation is verified only in the condition of other-benefit ads.