ORCID
- Lim, Wai Mun: 0000-0002-3115-9175
Abstract
As consumers are increasingly utilizing the social network and media platforms for prepurchase information, managers are confronted with producing effective social media messages that can favorably influence buyers’ attitudes and behavioral intentions towards brands. A qualitative, in‐depth, elite interview investigation with social media marketing experts was undertaken to develop awareness of the factors influencing the effectiveness of social media marketing. Adopting a thematic analysis approach, this study establishes the three overriding themes of interactivity, credibility, and infotainment as being valuable in determining how social media marketing can enhance brand performance. Attitude theory and the hierarchy‐of‐effects model is utilized to support understanding and explain the decision making of social media users in this context. Overall, this study provides managers with a thorough explanation of the effects of the identified core themes on social media attitudes and intentions. Implications for social media marketing theory and practice are presented based upon the depth and breadth of knowledge attained from the analysis of the expert interview data.
DOI
10.1002/mar.21196
Publication Date
2019-02-13
Publication Title
Psychology and Marketing
ISSN
0742-6046
Embargo Period
2021-02-12
Organisational Unit
Plymouth Business School
Keywords
Elite expert interviews, Hierarchy‐of‐effects, Social Media, Social network and media platforms, Attitude
Recommended Citation
Megicks, P., Majid, S., Lopez, C., & Lim, W. (2019) 'Developing effective social media messages: Insights from an exploratory study of industry experts', Psychology and Marketing, . Available at: https://doi.org/10.1002/mar.21196
