The Power of “Like”

Lipsman, Andrew; Mudd, Graham; Rich, Mike; Bruich, Sean

doi:10.2501/jar-52-1-040-052

Cited by 391 publications

(95 citation statements)

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“…However, further research of the effectiveness of advertising on social media is needed (Khang et al 2012) as the increasing clutter of advertisements on platforms has caused growing concern among consumers about credibility. 'Sponsored content' is one attempt to address the issue (Cunningham and Bright 2012); by embedding advertisements into the format of a social networking site where engagement is greatest (Lipsman et al 2012), the sponsored advertisement format helps to reduce consumers' scepticism (Tutaj and Reijmersdal 2012).…”

Section: Introductionmentioning

confidence: 99%

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users' social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends' posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users' intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users' intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

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Section: Introductionmentioning

confidence: 99%

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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“…Social media marketing creates an unprecedented scale to reach a large number of people, interact with them and leverage their voices for greater marketing impact (Lipsman et al, 2012;Pereira et al, 2014). A purposive application of social media enable marketers to manage customer relationships, promote their brands, educate and entertain customers and influence their purchase decisions (Mangold & Faulds, 2009).…”

Section: Social Media Marketingmentioning

confidence: 99%

“…One of the most influential, organic and meaningful ways through which brands implement social media marketing is brand pages (Lipsman et al, 2012). Brand pages represent a dedicated and interactive platform established by brands on social media for the purpose of customer interaction and brand communication (Tafesse, 2015).…”

Section: Brand Pages and Brand Postsmentioning

confidence: 99%

“…Customers and fans receive these brand updates directly in their newsfeed or when they visit the specific brand pages to which they are subscribed (Lipsman et al, 2012). Brand posts are recurrent updates that enable brands to maintain a regular presence on social media (Ashley & Tuten, 2015).…”

Section: Brand Pages and Brand Postsmentioning

confidence: 99%

“…An essential component of social media marketing is brand pages, which represent an interactive platform established by brands on social media to connect with their customers and fans (Lipsman, Mudd, Rich, & Bruich, 2012). Brand pages allow brands to build an online community and interact with them on an on-going basis (Zaglia, 2013).…”

Section: Introductionmentioning

confidence: 99%

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A Framework for Categorizing Social Media Posts

Tafesse

Wien

2016

SSRN Journal

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Brand posts are concise and recurrent updates created by brands and sent out to their followers on social media. Brand posts play a crucial linking role by connecting brands to their customers and fans on a daily basis. Brand posts represent a rich form of communication that convey various brand meaning and experiences using multiple media formats. Despite this, however, brand posts have not been subjected to formalized analyses in the literature. Accordingly, the purpose of this study is to conduct a formalized analysis of brand posts and propose a systematic framework to categorize them. With this aim, the study performed qualitative content analysis involving three interrelated coding procedures. First, the study reviewed the relevant literature to identify pre-existing coding categories (deductive coding). Second, the study drew together systematic inferences from a purposive sample of brand posts (n = 371) to derive new coding categories (inductive coding). Finally, the study implemented a double-coding procedure on a probabilistic sample of brand posts (n = 249) to validate the initial coding categories (validation coding). Together, the three coding procedures produced 12 exhaustive and mutually exclusive categories of brand posts. The proposed categorization offers a comprehensive framework to think about brand posts. For marketers, it provides guidance to create the stream of content necessary to stimulate daily customer interaction on social media. For researchers, it offers a solid conceptual foundation to categorize, code and model brand posts.

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The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

Chen

Kim

Lin

2015

J of Consumer Behaviour

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This research investigates the effects of affect and cognition in consumers' information processing of branded content on Facebook pages. A model was suggested to delve into the elaboration process leading to consumer attitude formation. A 2 (purchase-decision involvement: low versus high) × 2 (product categories: hedonic versus utilitarian) × 2 (sources of Facebook posts: brand posts versus consumer posts) between-subjects experiment was conducted online. The validated model demonstrates the main effects that affective elaboration significantly supersedes cognitive elaboration in forming attitudes toward the posts and attitudes toward the brand. Post hoc analyses show further evidence of the interaction effects that affective elaboration is the dominant influencer when consumers process brand-related information in Facebook posts across situations. Theoretical implications for future research and managerial suggestions for social media marketing are discussed.

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The Power of “Like”

Cited by 391 publications

References 0 publications

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

A Framework for Categorizing Social Media Posts

The effects of affective and cognitive elaborations from Facebook posts on consumer attitude formation

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