Analisis Pengaruh Empathy Terhadap Customer Engagement pada Sad Emotional Advertising di Media Sosial dengan Social Identity sebagai Variabel Moderating

Authors
  • Jessica Dorothy Suparto Student Matana University
  • M. Rachman Mulyandi Universitas Matana
  • Keywords:
    empathy, Attitude Toward The Ads, Sad Emotional Advertising in Social Media, Social Identity, Engagement

    Abstract

    This study examines the influence of sad emotional advertising that influences consumer empathy on social media and the influence of social identity for consumer empathy and engagement after seeing these sad emotional advertisements. This study uses a review literature by reviewing previous studies. This study uses a Qualitative Method by processing data using a literature review. The results obtained from this study that sad advertising has a positive influence on empathy that encourages positive consumer behavior towards advertising, thus providing motivation for consumers to provide engagement with sad advertising, besides that this study found that social identity has an important role that is able connecting empathy with engagement on social media.

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    Published
    2019-06-10
    How to Cite
    Suparto, J., & Mulyandi, M. (2019). Analisis Pengaruh Empathy Terhadap Customer Engagement pada Sad Emotional Advertising di Media Sosial dengan Social Identity sebagai Variabel Moderating. Seminar Dan Lokakarya Kualitatif Indonesia 2019, 159-170. https://doi.org/10.33510/slki.2019.159-170
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    Section
    Ekonomi dan Bisnis