What influences people to click ‘like’ on posts of branded content?

Cheung, Millissa and To, W. M. (2022) What influences people to click ‘like’ on posts of branded content? Journal of Strategic Marketing. pp. 1-23. ISSN 0965-254X (In Press)

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Official URL: https://doi.org/10.1080/0965254x.2022.2058067

Abstract

Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click ‘Like’ on posts of branded content and whether clicking ‘Like’ motivates people to search for more information on branded products. Using the stimulus-organism-response model, the study proposed a model in which the attractiveness of posts of branded content and source closeness (stimuli) influenced perceived value (organism), leading to people’s clicking ‘Like’ behavior (response). The model was tested using responses from 509 Chinese social media users. Results showed that the attractiveness of posts of branded content directly and indirectly linked to clicking ‘Like’ behavior through perceived value while source closeness only exerted a direct effect on clicking ‘Like’ behavior. People’s clicking of ‘Like’ behavior positively motivated them to search for more information on branded products. The study’s findings advanced our understanding of the drivers, process, and outcome of clicking ‘Like’ behavior.

Item Type: Article
Uncontrolled Keywords: media, attractiveness of posts, source closeness, perceived value, clicking like
Subjects: N500 Marketing
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 12 Apr 2022 14:31
Last Modified: 12 Apr 2022 14:45
URI: http://nrl.northumbria.ac.uk/id/eprint/48877

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