Professional and Unprofessional Use of Social Media Differences in Modelling Social Media Marketing Message Reactions

Perju-Mitran Alexandra
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Perju-Mitran Alexandra: Universitatea Româno-Americană

Revista OEconomica, 2017, issue 04

Abstract: The aim of the present study is to elucidate how specific professional use of social media foster user intentions as a response to online marketing communication, and the differences in effect sizes that this has in shaping further information seeking, recommendations and information sharing, loyalty intentions. Partial Least Squares analysis is performed on data from 1097 social media users.

Keywords: social media; group analysis; online marketing communication (search for similar items in EconPapers)
JEL-codes: L82 M31 (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:oen:econom:y:2017:i:04:id:497

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