Anglia Ruskin Research Online (ARRO)
Browse
Fink_2018.pdf (633.94 kB)

Effective entrepreneurial marketing on Facebook – A longitudinal study

Download (633.94 kB)
journal contribution
posted on 2023-07-26, 14:27 authored by Matthias Fink, Monika Koller, Johannes Gartner, Arne Floh, Rainer Harms
Social 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

113

Page range

149-157

Publication title

Journal of Business Research

ISSN

0148-2963

Publisher

Elsevier

File version

  • Published version

Language

  • eng

Legacy posted date

2018-10-17

Legacy creation date

2018-10-17

Legacy Faculty/School/Department

Faculty of Business & Law

Usage metrics

    ARU Outputs

    Categories

    No categories selected

    Licence

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC