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This study aims to explore the interactive effect of advertising appeal (abstract vs. concrete) and narrative person (first-person vs. third-person) on consumer attitudes towards social media advertising. Based on the construal level theory, this study uses secondary data and two experiments to investigate the interactive effect between advertising appeal and narrative person in social media advertising and the moderated mediating role of information processing fluency. The result reveals that a harmonious match between advertising appeal and narrative person enhances consumer fluency in processing advertising information, thereby improving consumer attitudes towards advertising. Specifically, for advertisements with concrete appeal, first-person narratives are more conducive to enhancing consumer attitudes towards advertising. Conversely, for advertisements with abstract appeal, third-person narratives are more advantageous. This study provides theoretical insights into social media advertising narration, with practical implications for marketers to advance social media advertising design.<\/jats:p>","DOI":"10.3390\/jtaer19040143","type":"journal-article","created":{"date-parts":[[2024,10,29]],"date-time":"2024-10-29T08:42:09Z","timestamp":1730191329000},"page":"2980-2996","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["Research on the Matching Effect of Social Media Advertising Appeal and Narrative Person: Evidence from China"],"prefix":"10.3390","volume":"19","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-0875-4344","authenticated-orcid":false,"given":"Yu","family":"Jia","sequence":"first","affiliation":[{"name":"Center for Studies of Media Development, Wuhan University, Wuhan 430072, China"},{"name":"School of Journalism and Communication, Wuhan University, Wuhan 430072, China"}]},{"given":"Jinyan","family":"Yu","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Wuhan University, Wuhan 430072, China"}]},{"given":"Tianyuan","family":"Liu","sequence":"additional","affiliation":[{"name":"School of Sociology, Wuhan University, Wuhan 430072, China"}]},{"given":"Jiashen","family":"Huang","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Wuhan University, Wuhan 430072, China"}]},{"given":"Wenlong","family":"Mu","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Wuhan University, Wuhan 430072, China"}]},{"given":"Fengfeng","family":"Deng","sequence":"additional","affiliation":[{"name":"School of Journalism and Communication, Wuhan University, Wuhan 430072, China"}]}],"member":"1968","published-online":{"date-parts":[[2024,10,29]]},"reference":[{"key":"ref_1","doi-asserted-by":"crossref","first-page":"1031","DOI":"10.1007\/s10660-020-09399-z","article-title":"Need for Control May Motivate Consumers to Approach Digital Products: A Social Media Advertising Study","volume":"21","author":"Wu","year":"2021","journal-title":"Electron. 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