Effective entrepreneurial marketing on Facebook – A longitudinal study
(2020) In Journal of Business Research 113. p.149-157- 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... (More)
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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- author
- Fink, Matthias ; Koller, Monika ; Gartner, Johannes LU ; Floh, Arne and Harms, Rainer
- publishing date
- 2020-05
- type
- Contribution to journal
- publication status
- published
- subject
- keywords
- Celebrity endorser credibility, Community-based marketing, Entrepreneurial marketing, Influencer marketing, Longitudinal study, Social media
- in
- Journal of Business Research
- volume
- 113
- pages
- 9 pages
- publisher
- Elsevier
- external identifiers
-
- scopus:85054426806
- ISSN
- 0148-2963
- DOI
- 10.1016/j.jbusres.2018.10.005
- language
- English
- LU publication?
- no
- additional info
- Publisher Copyright: © 2018 Copyright: Copyright 2020 Elsevier B.V., All rights reserved.
- id
- b001173f-497e-48cf-89a9-c7b3519d0775
- date added to LUP
- 2021-04-06 09:51:18
- date last changed
- 2022-04-27 01:14:58
@article{b001173f-497e-48cf-89a9-c7b3519d0775,
abstract = {{<p>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.</p>}},
author = {{Fink, Matthias and Koller, Monika and Gartner, Johannes and Floh, Arne and Harms, Rainer}},
issn = {{0148-2963}},
keywords = {{Celebrity endorser credibility; Community-based marketing; Entrepreneurial marketing; Influencer marketing; Longitudinal study; Social media}},
language = {{eng}},
pages = {{149--157}},
publisher = {{Elsevier}},
series = {{Journal of Business Research}},
title = {{Effective entrepreneurial marketing on Facebook – A longitudinal study}},
url = {{http://dx.doi.org/10.1016/j.jbusres.2018.10.005}},
doi = {{10.1016/j.jbusres.2018.10.005}},
volume = {{113}},
year = {{2020}},
}