An Examination of the Impact of Motion Graphics in Social Media Advertisements on User Interaction Behavior
Year: 2025
Type: article
Study design: Observational Study
Abstract: In the social media advertising environment, users often experience information overload due to the high information density and fast pace of dynamic graphic content, which reduces their willingness to interact with advertisements. This paper aims to explore how the visual design elements of dynamic graphics affect users' visual attention and information processing depth, and in turn influence interactive behaviors such as searching, sharing, and commenting. The study combines theoretical analysis, case evaluation, and questionnaire surveys to extract five independent variables: layout simplicity, graphical correlation, visual guidance, low motion complexity, and low information density, with visual attention and information processing depth as mediating variables. A total of 421 valid samples were collected from the questionnaire, and statistical analysis was performed using correlation analysis and mediating effects. The results show that the five visual design characteristics of dynamic graphics can significantly enhance users' attention and information processing abilities, thereby improving user interaction with social media advertisements. These findings provide practical insights for optimizing dynamic graphic design strategies in social media advertising.
Authors: Hang-Yu Chen, Dong-Min Cho
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4415413271
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