Understanding the effect of social media marketing activities: The mediation of social identification, perceived value, and satisfaction

Shih-Chih Chen and Chieh-Peng Lin

Technological Forecasting and Social Change, 2019, vol. 140, issue C, 22-32

Abstract: With the prevalence of Internet, social media has become an important means for online marketing events. Individuals and companies both create fan pages on online platforms and develop business opportunities using social media. While many past studies have investigated social media, few have mentioned the effects of social media marketing activities. This study proposed the effects of social media marketing activities on continuance intention, participation intention and purchase intention via the mediation of social identification, perceived value, and satisfaction. To empirically test the effects of social media marketing activities, this study conducted an online survey on 502 social media users for data analysis. The analytical results indicated that social media marketing activities indirectly affect satisfaction through social identification and perceived value. At the same time, social identification and perceived value directly affect satisfaction that then influences continuance intention, participation intention and purchase intention. Finally, the academic and management implications based on the empirical results of this study are provided as references for the improvement of social media marketing.

Keywords: Social media marketing activities; Social identification; Perceived value; Continuance intention; Participation intention; Purchase intention (search for similar items in EconPapers)
Date: 2019
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Citations: View citations in EconPapers (46)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:tefoso:v:140:y:2019:i:c:p:22-32

DOI: 10.1016/j.techfore.2018.11.025

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