2015
DOI: 10.1016/j.jbusres.2014.11.027
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Persuasive messages, popularity cohesion, and message diffusion in social media marketing

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Cited by 340 publications
(278 citation statements)
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References 32 publications
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“…This finding is important given that interaction can be a competitive advantage, particularly when a prospective student's choice is close between two or more similar institutions; as just responding at all could prove to be the recruitment difference between similarly rated institutions. As social media interactions are publicly viewable and retweetable, thousands of prospective students can potentially view a single positive interaction (Chang et al, 2015). Ceteris paribus, if a university is equally well validated, interaction or a lack of interaction can influence recruitment demand.…”
Section: Discussionmentioning
confidence: 99%
“…This finding is important given that interaction can be a competitive advantage, particularly when a prospective student's choice is close between two or more similar institutions; as just responding at all could prove to be the recruitment difference between similarly rated institutions. As social media interactions are publicly viewable and retweetable, thousands of prospective students can potentially view a single positive interaction (Chang et al, 2015). Ceteris paribus, if a university is equally well validated, interaction or a lack of interaction can influence recruitment demand.…”
Section: Discussionmentioning
confidence: 99%
“…positivity, emotionality, and interactivity) of brand posts are related to consumers' online brand engagement (Berger and Milkman 2010;Araujo, Neijens, and Vliegenthart 2015;Yuki 2015), or by investigating how consumer perceptions of brand pages (e.g. of argument quality or attractiveness) influence consumers' online brand engagement (Chang, Yu, and Lu 2015;Vries and Carlson 2014). This study takes an entirely different perspective by arguing that the drivers of consumers' engagement with brands on social media should be sought in earlier stages of the customer journey outside of social media.…”
Section: Introductionmentioning
confidence: 99%
“…Reputation of initiator measurements were adopted from Jarvenpaa et al's measurement instruments [39]. Popularity of project items were adopted from Chang et al's model [13]. Project content quality measurement items were adopted form Xu et al's research [70].…”
Section: Methodsmentioning
confidence: 99%