Proceedings of the 2023 3rd International Conference on Social Development and Media Communication (SDMC 2023)

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The Influence of Loneliness on Consumers' Willingness to Participate in Interactive Advertisements

Authors
Dingtai Li1, *, Ye Wu2, Xinyi Li3
1Department of Advertising and Communication, Huazhong Agricultural University, Hongshan, Wuhan, Hubei Province, China
2Department of Industrial and Systems Engineering, The Hong Kong Polytechnic University, Kowloon, Hong Kong, China
3Department of Advertising and Communication, Huazhong Agricultural University, Hongshan, Wuhan, Hubei Province, China
*Corresponding author. Email: lidingtai@yeah.net
Corresponding Author
Dingtai Li
Available Online 30 December 2023.
DOI
10.2991/978-2-38476-178-4_37How to use a DOI?
Keywords
Loneliness; Interactive Advertisements; Symbolic Connection; Parasocial Feature
Abstract

In the environment of a society full of loneliness, the lonely economy came into being. The interactivity and sociality of emerging interactive advertisements happen to meet the needs of lonely consumers’ desire of social connection. At the same time, consumers can also seek social comfort from interactive advertisements to alleviate their loneliness. Therefore, starting from loneliness, this paper selects symbolic connection as the mediator variable, trying to explain the potential mechanism of how loneliness affecting consumers' willingness to participate in interactive advertisements, and selects the parasocial feature of interactive advertisements as the moderator variable. On the basis of previous research, this paper designs two experiments, collects and analyzes data, and tries to confirm the following views: I. Loneliness will positively affect consumers' willingness to participate in interactive advertisements; II. Symbolic connection desire plays an intermediary role in the influence of loneliness on consumers' willingness to participate in interactive advertisements; III. The interactive object’s parasocial feature of interactive advertisements moderates the influence of loneliness on consumers' willingness to participate in interactive advertisements.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2023 3rd International Conference on Social Development and Media Communication (SDMC 2023)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
30 December 2023
ISBN
978-2-38476-178-4
ISSN
2352-5398
DOI
10.2991/978-2-38476-178-4_37How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dingtai Li
AU  - Ye Wu
AU  - Xinyi Li
PY  - 2023
DA  - 2023/12/30
TI  - The Influence of Loneliness on Consumers' Willingness to Participate in Interactive Advertisements
BT  - Proceedings of the 2023 3rd International Conference on Social Development and Media Communication (SDMC 2023)
PB  - Atlantis Press
SP  - 312
EP  - 322
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-178-4_37
DO  - 10.2991/978-2-38476-178-4_37
ID  - Li2023
ER  -