標題: Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction
作者: Chen, Shih-Chih
Lin, Chieh-Peng
經營管理研究所
Institute of Business and Management
關鍵字: Social media marketing activities;Social identification;Perceived value;Continuance intention;Participation intention;Purchase intention
公開日期: 1-Mar-2019
摘要: With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.
URI: http://dx.doi.org/10.1016/j.techfore.2018.11.025
http://hdl.handle.net/11536/148964
ISSN: 0040-1625
DOI: 10.1016/j.techfore.2018.11.025
期刊: TECHNOLOGICAL FORECASTING AND SOCIAL CHANGE
Volume: 140
起始頁: 22
結束頁: 32
Appears in Collections:Articles