Fink, Matthias , Koller, Monika, Gartner, Johannes, Floh, Arne, Harms, Rainer. 2018. Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research.
BibTeX
Abstract
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.
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Status of publication | Published |
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Affiliation | WU |
Type of publication | Journal article |
Journal | Journal of Business Research |
Citation Index | SSCI |
WU Journalrating 2009 | A |
WU-Journal-Rating new | FIN-A, INF-A, STRAT-B, VW-C, WH-B |
Language | English |
Title | Effective entrepreneurial marketing on Facebook – A longitudinal study |
Year | 2018 |
Reviewed? | Y |
DOI | https://doi.org/10.1016/j.jbusres.2018.10.005 |
Open Access | Y |
Associations
- People
- Koller, Monika (Details)
- External
- Fink, Matthias (Johannes Kepler University Linz, Austria)
- Floh, Arne (University of Surrey, United Kingdom)
- Gartner, Johannes (Aalto University, Finland)
- Harms, Rainer (University of Twente, Netherlands)
- Organization
- Institute for Marketing and Consumer Research IN (Details)
- Research areas (ÖSTAT Classification 'Statistik Austria')
- 5301 Distributive trades (Details)
- 5307 Business and management economics (Details)
- 5320 Marketing (Details)
- 5321 Market research (Details)