I’m a believer! Believability of social media marketing

IF 20.1 1区 管理学 Q1 INFORMATION SCIENCE & LIBRARY SCIENCE International Journal of Information Management Pub Date : 2023-11-24 DOI:10.1016/j.ijinfomgt.2023.102730
Rory Mulcahy , Aimee Riedel , Amanda Beatson , Byron Keating , Shane Mathews
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Abstract

Many firms use social media marketing and implement different message frames as a strategy to persuade consumers, enhance engagement, and to purchase their products. How firms frame social media content to be more believable, however, is not well understood. The main aim of this paper is to understand how social media content can be framed to enhance believability, and how this ultimately leads to improved social media outcomes. Drawing on Prospect Theory and Construal Level Theory and utilizing data from the field in the form of social media posts (n = 1756), and four experimental studies (n = 1141 total participants), and a critical incident study (n = 263 participants) the current research shows that self-gain frame combinations contribute to significantly higher levels of believability. Furthermore, believability was found to mediate the impact of social media message framing on purchase intentions and social media engagement. The practical implications of these findings and exciting new avenues for research are also discussed.

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我是一个信徒!社交媒体营销的可信度
许多公司使用社交媒体营销,并实施不同的信息框架作为一种策略来说服消费者,提高参与度,购买他们的产品。然而,企业如何构建更可信的社交媒体内容还不是很清楚。本文的主要目的是了解如何构建社交媒体内容以提高可信度,以及这最终如何导致改善社交媒体结果。借鉴前景理论和解释水平理论,利用社交媒体帖子形式的现场数据(n = 1756)、四项实验研究(n = 1141)和一项关键事件研究(n = 263),本研究表明,自我收益框架组合显著提高了可信度水平。此外,可信度在社交媒体信息框架对购买意愿和社交媒体参与的影响中起中介作用。本文还讨论了这些发现的实际意义和令人兴奋的新研究途径。
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来源期刊
International Journal of Information Management
International Journal of Information Management INFORMATION SCIENCE & LIBRARY SCIENCE-
CiteScore
53.10
自引率
6.20%
发文量
111
审稿时长
24 days
期刊介绍: The International Journal of Information Management (IJIM) is a distinguished, international, and peer-reviewed journal dedicated to providing its readers with top-notch analysis and discussions within the evolving field of information management. Key features of the journal include: Comprehensive Coverage: IJIM keeps readers informed with major papers, reports, and reviews. Topical Relevance: The journal remains current and relevant through Viewpoint articles and regular features like Research Notes, Case Studies, and a Reviews section, ensuring readers are updated on contemporary issues. Focus on Quality: IJIM prioritizes high-quality papers that address contemporary issues in information management.
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