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

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.