investigating the training of subjective norms and empathy of buyers through the effectiveness of advertising on social networks

Purpose: the aim of this study was to predict the positive reaction of buyers by examining the effectiveness of advertising on social networks with emphasis on teaching mental norms and expressing empathy. methodology: this research was applied in terms of purpose and experimental in nature. the statistical population was users of the social network instagram, the exact number of whom was unlimited. and by simple random sampling method, 150 online questionnaires were collected. the face and content validity of the final questionnaire was confirmed by marketing experts and in a pre-test on 30 users, cronbach's alpha of 0.7 was observed. the total reliability of the questionnaires was confirmed by cronbach's alpha and the reliability of each structure was confirmed by composite reliability. data analysis was performed using structural equation modeling technique and pls2 software. findings: the model used in this article examines the concept of the formation of online user behavioral reactions with respect to social media advertising and the effect of teaching mental norms. this study conceptualizes the effectiveness of social media advertising as a concept that includes emotional attraction, information content, creativity, and interaction, all of which have the potential to contribute to a positive online behavior. conclusion: the results showed that informational content, emotion and advertising creativity were the key drivers of desirable behavioral reactions to a social media ad and the intention to participate in the user's favorable responses was positively related to the purchase intention.