The Impact of Emotional Social Media Content on Consumers’ Product Adoption Intention: A Perspective Based on the S-O-R Model

Abstract

This study investigates the influence of emotional content on social media platforms, specifically Rednote, on consumers’ product adoption intention through the Stimulus-Organism-Response framework. Emotional content features, such as perceived emotional intensity, act as stimuli triggering emotional involvement and perceived diagnosticity, which mediate product adoption intention. Data from 290 valid questionnaires collected from Rednote users aged 18–35 were analyzed using SPSS. Results confirm that emotional involvement and perceived diagnosticity significantly mediate the relationship between emotional content and adoption intention, supporting all proposed hypotheses. This research provides theoretical insights into emotional marketing and practical guidance for designing effective content strategies.