Media or message, which is the king in social commerce?: An empirical study of participants' intention to repost marketing messages on social media

Wei, Wang; Chen, Renee Rui; Ou, Carol Xiaojuan; Ren, Steven Ji-Fan

doi:10.1016/j.chb.2018.12.007

Cited by 87 publications

(108 citation statements)

References 77 publications

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“…There is power in social media. By understanding how social media works, how people use them, and how often, marketers and businesses can better target their campaigns, help start businesses, improve brand awareness, expand into other markets, increase the number of customers, and obtain quality feedback [10,21].…”

Section: Discussionmentioning

confidence: 99%

Use of Social Media Platforms among Adults in the United States—Behavior on Social Media

2020

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Social media has evolved over the last decade to become an important driver for acquiring and spreading information in different domains such as business, entertainment, crisis management, and politics. The increasing popularity of social media raises a number of questions regarding why we use it so much and what aspects influence this activity. What about gender? What about education, income, age or social status? This paper answers some of these questions using statistical analyses and by dividing overall social media use into selected social media, i.e., Facebook, Instagram, Snapchat, YouTube, and Twitter. The analysis used a dataset that contains information related to 2002 respondents from the U.S. and their social media activity. The results show that people with high household incomes and high education use social media the most. As age increases, social media use decreases, while bigger household income means that social media are used more. Overall, understanding where and at what frequency users are on social media can be a key competitive advantage. When using social networks correctly for marketing, companies can significantly improve their brand awareness, customer satisfaction, quality, reach, and profit.

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Section: Discussionmentioning

confidence: 99%

Use of Social Media Platforms among Adults in the United States—Behavior on Social Media

2020

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“…Empirically, Naeem (2019) conducted a study regarding the aspect of social networking platforms on purchase decision and found that social media platforms have enhanced the level of services quality and pre-purchase decision information for targeted market. That is, the utilitarian value of a marketing message relies on its ability to provide participants with sufficient information so as to facilitate a purchase decision (Wang et al, 2019). In addition, previous studies have also shown that advertising value is related to three factors: informativeness, entertainment and irritation, which in turn influence attitudes toward advertising (Waters et al, 2011).…”

Section: Sns Advertisements and Consumer Purchase Decisionmentioning

confidence: 99%

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

Nofal¹,

Aljuhmani²

2020

10.5267/j.ijdns

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This study aims to investigate the impact of social networking sites advertisements on consumer purchase decisions. It also seeks to examine how brand awareness mediates this primary effect. The data for this study was collected based on 360 followers from student's perspectives towards major apparel brands across Girne American University in North Cyprus. Data analysis was performed using structural equation modeling (SEM) in order to analyze the data collected. The study found that SNS advertisement had a significant impact on brand awareness, alongside consumer purchase decisions. Similarly, it found support for the mediating role of brand awareness. This research extends prior research by investigating the mediating effect of brand awareness between the SNS advertisements and purchase decision path. Finally, this study enriches social media marketing literature by providing evidence from North Cyprus.

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“…Transactions in SC, in contrast, have a pre-transactional, transactional, and post-transactional phase [4]. As SC ties together structural elements of both ecommerce and social media [13], the advent of SC activities raises current issues to be addressed in IS research. In order to shed light on underlying strategies and the impact of applied social bots, we designed an explorative case study around the Black Friday event.…”

Section: Motivationmentioning

confidence: 99%

‘The Tireless Selling-Machine’ – Commercial Deployment of Social Bots during Black Friday Season on Twitter

Brünker¹,

Marx²,

Roß³

et al. 2020

WI2020 Zentrale Tracks

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In recent years, mainstream E-commerce platforms have changed the way consumer goods are merchandized online. While such platforms increasingly discover social elements to drive sales, social media start implementing E-commerce features themselves. This emerging intersection also provides space for bot activity in a Social Commerce (SC) context, which is sparsely understood. In this short paper, we investigate the deployment of social bots during a large-scale commercial event. To this end, we applied bot detection techniques to the Twitter communication during the 2018 Black Friday season. Using three distinct metrics, we identified 42 bot-like accounts. A manual classification of 11,889 tweets found those bots to be primarily deployed in pre-transactional phases of SC to promote third party products and to initiate external transactions. Our results further suggest adapting detection metrics to event-specific user behavior. Further research aims at the dynamics, impact, and network positions of SC bots.

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Media or message, which is the king in social commerce?: An empirical study of participants' intention to repost marketing messages on social media

Cited by 87 publications

References 77 publications

Use of Social Media Platforms among Adults in the United States—Behavior on Social Media

Use of Social Media Platforms among Adults in the United States—Behavior on Social Media

The impact of social networking sites advertisement on consumer purchasing decision: The Mediating role of brand awareness

‘The Tireless Selling-Machine’ – Commercial Deployment of Social Bots during Black Friday Season on Twitter

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