Level of Education Influences in Modelling Social Media Marketing Message Reactions

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

Revista OEconomica, 2018, issue 01

Abstract: The study investigates the differences between highly educated and medium studies users in responses to marketing messages received via social media, a topic that has been disregarded so far in the study of online marketing communication. The paper builds on a previously tested and validated model, by testing whether causal relationships are maintained regardless of the level of education.

Keywords: structural equation modelling; digital marketing communication; social media; consumer behaviour (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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