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Chang, Yu-Ting; Yu, Hueiju; Lu, Hsi-Peng
Journal of business research, 04/2015, Letnik: 68, Številka: 4Journal Article
Social media marketing is an influential marketing method. Liking or sharing social media messages can increase the effects of popular cohesion and message diffusion. This research investigates how persuasive messages (i.e., argument quality, post popularity, and post attractiveness) can lead internet users to click like and share messages in social media marketing activities. This research develops hypotheses on the basis of elaboration likelihood model and a 392 fans survey from a fan page on Facebook. Structural equation modeling analyzes questionnaire data. Results show that the three types of persuasive messages are important to click like and to share post messages. Post popularity is essential and works through both central route and peripheral according to research model. In addition, different message characteristics and user groups have different communicating behaviors. This research provides valuable recommendations for social media marketing activities.
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Dostop do baze podatkov JCR je dovoljen samo uporabnikom iz Slovenije. Vaš trenutni IP-naslov ni na seznamu dovoljenih za dostop, zato je potrebna avtentikacija z ustreznim računom AAI.
Leto | Faktor vpliva | Izdaja | Kategorija | Razvrstitev | ||||
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JCR | SNIP | JCR | SNIP | JCR | SNIP | JCR | SNIP |
Baze podatkov, v katerih je revija indeksirana
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Povezave do osebnih bibliografij avtorjev | Povezave do podatkov o raziskovalcih v sistemu SICRIS |
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Vir: Osebne bibliografije
in: SICRIS
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