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Effective entrepreneurial marketing on Facebook – A longitudinal study
journal contribution
posted on 2023-07-26, 14:27 authored by Matthias Fink, Monika Koller, Johannes Gartner, Arne Floh, Rainer HarmsSocial media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement.
The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of
entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in entrepreneurial
marketing on social media and they might become only short-lived. Employing structural equation modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among 234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate the long-term effects of entrepreneurial marketing on social media. We present the contributions and implications of our findings as they affect research and practice.
History
Refereed
- Yes
Volume
113Page range
149-157Publication title
Journal of Business ResearchISSN
0148-2963External DOI
Publisher
ElsevierFile version
- Published version
Language
- eng
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Legacy posted date
2018-10-17Legacy creation date
2018-10-17Legacy Faculty/School/Department
Faculty of Business & LawUsage metrics
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