مریم خواجوی

Purpose: The purpose of this study was to investigate and predicting positive user responses to social media advertising: The roles of subjective norms and empathy. Methodology: This study in terms of goal is an applied and in terms of nature is an experimental research. Statistical population for this study was users of the Instagram, and simple random sampling was used and 150 questionnaires were collected successfully. For statistical analysis of the data, Structural Equations Modeling and PLS2 software was used. Findings: This research conceptualizes social networks advertisements effectiveness as a concept encompassing emotional appeal, in formativeness and creativity that all have a potential to contribute to a positive online behavior. The experts were asked to validate the validity. It proposes and tests a conceptual model of the formation of online user’s behavioral responses about social networks advertising. Conclusion: The results of our empirical tests of the model reveal that emotional appeal, in formativeness and advertising creativity were key drivers of favorable behavioral responses to a social networks ad and that intention to engage in favorable user responses was positively associated with purchase intention.