Persuasive brand messages in social media: A mental imagery processing perspective

This research examines how mental imagery affects the persuasive effectiveness of a brand's SNS (Social Networking Service) and whether transportability moderates such processing in SNS. Using a web-based survey design, two studies were conducted to test the research hypotheses across SNS communications in two domains: fashion retail brands’ SNS (Study 1) and luxury hotel brands’ SNS communications (Study 2). Results show that two dimensions of...