The relationship between the social media advertising content characteristics and the advertising effectiveness of female users: a moderated mediation model based on basic psychological needs.

INTRODUCTION: Based on self-determination theory, this study explores how the content characteristics of social media advertisements affect the advertising effectiveness of female users through meeting their basic psychological needs, and examines the moderating effect of platform environment. METHODS: A total of 922 valid samples were obtained from female social media users aged 18-35 through an online questionnaire. The theoretical model was tested using confirmatory factor analysis and mediation, moderation, and moderation mediation effects analysis. RESULTS: The authenticity, interactivity, and emotional resonance of advertisements are significantly indirectly correlated with brand loyalty, purchase intention, and information dissemination intention through the satisfaction of autonomy, competence, and belonging needs, respectively. Platform interactivity and community belonging can significantly enhance the relationship between advertising content characteristics and psychological needs satisfaction, but the moderating effect is relatively limited. DISCUSSION: Research shows that meeting basic psychological needs is an important psychological mechanism that connects the characteristics of advertising content with advertising effectiveness, and the perceived platform environment constitutes its situational boundary. The study expands the application of self-determination theory in the field of social media advertising and provides reference for optimizing advertising content and platform environment.