Persuasive messages, popularity cohesion, and message diffusion in social media marketing

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题名:	Persuasive messages, popularity cohesion, and message diffusion in social media marketing
作者:	Chang, Yu-Ting Yu, Hueiju Lu, Hsi-Peng
贡献者:	廣告系
关键词:	Persuasive messages Social media marketing Popularity cohesion Message diffusion
日期:	2015-04
上传时间:	2015-10-30 14:01:47 (UTC+8)
摘要:	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. (C) 2014 Elsevier Inc. All rights reserved.
關聯:	JOURNAL OF BUSINESS RESEARCH 卷: 68 期: 4 頁碼: 777-782
显示于类别:	[Department of Advertising ] journal articles

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