Movatterモバイル変換


[0]ホーム

URL:


Skip to main content

Advertisement

Springer Nature Link
Log in

Social Media Marketing on Twitter

An Investigation of the Involvement-Messaging-Engagement Link

  • Conference paper
HCI in Business(HCIB 2014)

Part of the book series:Lecture Notes in Computer Science ((LNISA,volume 8527))

Included in the following conference series:

Abstract

With the rise of social media marketing as an important domain of practice and research, a growing number of scholarly and practitioner articles have emerged highlighting best practices in social media marketing. Despite this proliferation of articles exploring the topic of social media marketing, no comprehensive frameworks exist that offer insight into the underlying components of effective social media marketing messages and the relations between them. Amalgamating constructs from a variety of disciplinary backgrounds—including marketing, advertising, communication, and information systems—this paper offers a theoretical framework and empirical investigation of the relations between four message components, namely purchase involvement, messaging strategy, message content, and media types. Using longitudinal data from ten Fortune 500 companies, we validate our comprehensive framework and find support for all hypotheses, thereby validating the importance of using an integrated approach to social media message design. Implications for research and practice are outlined.

Similar content being viewed by others

Keywords

References

  1. Aaker, D.A., Norris, D.: Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research (22), 22–34 (1982)

    Google Scholar 

  2. Carpenter, G.S., Shankar, V.: Handbook of marketing strategy. Edward Elgar Publishing (2012)

    Google Scholar 

  3. Coursaris, C.K., Van Osch, W., Balogh, B.A.: A social media marketing typol-ogy: classifying brand facebook page messages for strategic consumer engagement. In: European Conference on Information Systems (ECIS), Utrecht, Netherlands, June 6-8 (2013)

    Google Scholar 

  4. Daft, R.L., Lengel, R.H.: Organizational Information Requirements, Media Richness and Structural Design. Management Science 32(5), 554–571 (1986)

    Article  Google Scholar 

  5. Day, G.S.: Buyer Attitudes and Brand Choice. Free Press, New York (1970)

    Google Scholar 

  6. Eisenhardt, K.: Building theories from case study research. Academy of Management Review 14(4), 532–550 (1989)

    Google Scholar 

  7. Frazer, C.F.: Creative Strategy: A Management Perspective. Journal of Advertising 12(4), 36–41 (1983)

    Article  Google Scholar 

  8. Glaser, B.G., Strauss, A.L.: The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine Publishing Company, Chicago (1967)

    Google Scholar 

  9. Goldkuhl, G., Cronholm, S.: Adding Theoretical Grounding to Grounded Theory - Towards Multi-Grounded Theory. International Journal of Qualitative Methods 9(2), 187–205 (2010)

    Google Scholar 

  10. Hawkins, D.I., Best, R.J., Coney, K.A.: Consumer Behavior: Implications for Marketing Strategy. Business Publications Inc., Plano (1983)

    Google Scholar 

  11. Hoffman, D.L., Fodor, M.: Can you measure the ROI of your social media marketing? MIT Sloan Management Review 52(1), 41–49 (2010)

    Google Scholar 

  12. Houston, M.J., Rothschild, M.L.: Conceptual and Methodological Perspectives on Involvement. In: Jain, S.C. (ed.) 1978 Educators’ Proceedings, pp. 184–187. American Marketing Association, Chicago (1978)

    Google Scholar 

  13. Howell, D.C.: Unequal Cell Sizes Do Matter (2009),http://www.uvm.edu/~dhowell/StatPages/More_Stuff/Unequal-ns/unequal-ns.html (retrieved on April 19, 2013)

  14. Jenkins, B.: Consumer Sharing of Viral Video Advertisements: A Look into Message and Creative Strategy Typologies and Emotional Content, Capstone Project. (2011),http://www.american.edu/soc/communication/upload/blaise-jenkins.pdf (retrieved on December 3, 2012)

  15. Jensen, M.B., Jepsen, A.L.: Online Marketing Communications: Need for a New Typology for IMC? Journal of Website Promotion 2(1/2), 19–35 (2006)

    Article  Google Scholar 

  16. Kwok, L., Yu, B.: Spreading Social Media Messages on Facebook: An Analysis of Restaurant Business-to-Consumer Communications. Cornell Hospitality Quarterly 20(10), 1–11 (2012)

    Google Scholar 

  17. Lally, L.: Degrees of Delight: A Model of Consumer Value Generated by E-Commerce. In: IRMA International Conference, pp. 1006–1007 (2007)

    Google Scholar 

  18. Landis, J.R., Koch, G.G.: The measurement of observer agreement for categorical data. Biometrics 33(1), 159–174 (1977)

    Article MATH MathSciNet  Google Scholar 

  19. Laskey, H., Day, E., Crask, M.R.: Typology of Main Message Strategies for Television Commercials. Journal of Advertising 18(1), 36–41 (1989)

    Article  Google Scholar 

  20. Mittal, B.: Measuring Purchase-decision involvement. Psychology & Marketing (6), 147–162 (1989)

    Google Scholar 

  21. Newberry, B.: Media Richness, Social Presence and Technology Supported Communication Activities in Education (2001),http://learngen.org/resources/module/lgend101_norm1/200/210/211_3.html (retrieved on April 20, 2013 )

  22. Puto, C.P., Wells, W.D.: Informational and Transformational Advertising: The Differential Effects of Time. In: Kinnear, T.C. (ed.) Advances in Consumer Research XI, pp. 638–643. Association for Consumer Research, Provo (1984)

    Google Scholar 

  23. Rossiter, J.R., Bellman, S.: Marketing Communications: Theory and Applications. Pearson, Prentice Hall, New York (2005)

    Google Scholar 

  24. Simon, J.L.: The Management of Advertising. Prentice Hall, Englewood Cliffs, NJ (1971)

    Google Scholar 

  25. Sullivan, A., Sheffrin, S.M.: Economics: Principles in action. Pearson Prentice Hall, Upper Saddle River (2003)

    Google Scholar 

  26. Waters, R.D., Burnett, E., Lamm, A., Lucas, J.: Engaging stakeholders through social networking: How nonprofit organizations are using Facebook. Public Relations Review (35), 102–106 (2009)

    Google Scholar 

  27. Yin, R.K.: Case study research: Design and methods, 2nd edn. Applied Social Research Methods Series, vol. 5. Sage, Thousand Oaks (1994)

    Google Scholar 

Download references

Author information

Authors and Affiliations

  1. Michigan State University East Lansing, MI, USA

    Constantinos K. Coursaris, Wietske van Osch & Brandon Brooks

Authors
  1. Constantinos K. Coursaris

    You can also search for this author inPubMed Google Scholar

  2. Wietske van Osch

    You can also search for this author inPubMed Google Scholar

  3. Brandon Brooks

    You can also search for this author inPubMed Google Scholar

Editor information

Editors and Affiliations

  1. Department of Business and Information Technology, Missouri University of Science and Technology, 65409, Rolla, MO, USA

    Fiona Fui-Hoon Nah

Rights and permissions

Copyright information

© 2014 Springer International Publishing Switzerland

About this paper

Cite this paper

Coursaris, C.K., van Osch, W., Brooks, B. (2014). Social Media Marketing on Twitter. In: Nah, F.FH. (eds) HCI in Business. HCIB 2014. Lecture Notes in Computer Science, vol 8527. Springer, Cham. https://doi.org/10.1007/978-3-319-07293-7_15

Download citation

Publish with us


[8]ページ先頭

©2009-2025 Movatter.jp