Part of the book series:Lecture Notes in Computer Science ((LNISA,volume 8527))
Included in the following conference series:
10kAccesses
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.
Chapter PDF
Similar content being viewed by others
References
Aaker, D.A., Norris, D.: Characteristics of TV Commercials Perceived as Informative. Journal of Advertising Research (22), 22–34 (1982)
Carpenter, G.S., Shankar, V.: Handbook of marketing strategy. Edward Elgar Publishing (2012)
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)
Daft, R.L., Lengel, R.H.: Organizational Information Requirements, Media Richness and Structural Design. Management Science 32(5), 554–571 (1986)
Day, G.S.: Buyer Attitudes and Brand Choice. Free Press, New York (1970)
Eisenhardt, K.: Building theories from case study research. Academy of Management Review 14(4), 532–550 (1989)
Frazer, C.F.: Creative Strategy: A Management Perspective. Journal of Advertising 12(4), 36–41 (1983)
Glaser, B.G., Strauss, A.L.: The Discovery of Grounded Theory: Strategies for Qualitative Research. Aldine Publishing Company, Chicago (1967)
Goldkuhl, G., Cronholm, S.: Adding Theoretical Grounding to Grounded Theory - Towards Multi-Grounded Theory. International Journal of Qualitative Methods 9(2), 187–205 (2010)
Hawkins, D.I., Best, R.J., Coney, K.A.: Consumer Behavior: Implications for Marketing Strategy. Business Publications Inc., Plano (1983)
Hoffman, D.L., Fodor, M.: Can you measure the ROI of your social media marketing? MIT Sloan Management Review 52(1), 41–49 (2010)
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)
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)
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)
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)
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)
Lally, L.: Degrees of Delight: A Model of Consumer Value Generated by E-Commerce. In: IRMA International Conference, pp. 1006–1007 (2007)
Landis, J.R., Koch, G.G.: The measurement of observer agreement for categorical data. Biometrics 33(1), 159–174 (1977)
Laskey, H., Day, E., Crask, M.R.: Typology of Main Message Strategies for Television Commercials. Journal of Advertising 18(1), 36–41 (1989)
Mittal, B.: Measuring Purchase-decision involvement. Psychology & Marketing (6), 147–162 (1989)
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 )
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)
Rossiter, J.R., Bellman, S.: Marketing Communications: Theory and Applications. Pearson, Prentice Hall, New York (2005)
Simon, J.L.: The Management of Advertising. Prentice Hall, Englewood Cliffs, NJ (1971)
Sullivan, A., Sheffrin, S.M.: Economics: Principles in action. Pearson Prentice Hall, Upper Saddle River (2003)
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)
Yin, R.K.: Case study research: Design and methods, 2nd edn. Applied Social Research Methods Series, vol. 5. Sage, Thousand Oaks (1994)
Author information
Authors and Affiliations
Michigan State University East Lansing, MI, USA
Constantinos K. Coursaris, Wietske van Osch & Brandon Brooks
- Constantinos K. Coursaris
You can also search for this author inPubMed Google Scholar
- Wietske van Osch
You can also search for this author inPubMed Google Scholar
- Brandon Brooks
You can also search for this author inPubMed Google Scholar
Editor information
Editors and Affiliations
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
Publisher Name:Springer, Cham
Print ISBN:978-3-319-07292-0
Online ISBN:978-3-319-07293-7
eBook Packages:Computer ScienceComputer Science (R0)
Share this paper
Anyone you share the following link with will be able to read this content:
Sorry, a shareable link is not currently available for this article.
Provided by the Springer Nature SharedIt content-sharing initiative