Media or message, which is the king in social commerce?

An empirical study of participants' intention to repost marketing messages on social media

Wei Wang, Renee Rui Chen*, Carol Xiaojuan Ou, Steven Jifan Ren

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

Abstract

Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.
Original languageEnglish
Pages (from-to)176-191
JournalComputers in Human Behavior
Volume93
DOIs
Publication statusPublished - Apr 2019

Keywords

  • Social commerce
  • Social media marketing
  • Perceived utilitarian value
  • Perceived hedonic value
  • Reposting intention and behavior
  • WEBSITE DESIGN
  • COMMUNICATION
  • INTERNET
  • MODEL
  • TRUST
  • DETERMINANTS
  • ENVIRONMENTS
  • MOTIVATION
  • FRAMEWORK
  • IMPACT

Cite this

@article{8781358035504d64b4f1d2c23cd74f08,
title = "Media or message, which is the king in social commerce?: An empirical study of participants' intention to repost marketing messages on social media",
abstract = "Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.",
keywords = "Social commerce, Social media marketing, Perceived utilitarian value, Perceived hedonic value, Reposting intention and behavior, WEBSITE DESIGN, COMMUNICATION, INTERNET, MODEL, TRUST, DETERMINANTS, ENVIRONMENTS, MOTIVATION, FRAMEWORK, IMPACT",
author = "Wei Wang and Chen, {Renee Rui} and Ou, {Carol Xiaojuan} and Ren, {Steven Jifan}",
year = "2019",
month = "4",
doi = "10.1016/j.chb.2018.12.007",
language = "English",
volume = "93",
pages = "176--191",
journal = "Computers in Human Behavior",
issn = "0747-5632",
publisher = "PERGAMON-ELSEVIER SCIENCE LTD",

}

Media or message, which is the king in social commerce? An empirical study of participants' intention to repost marketing messages on social media. / Wang, Wei; Chen, Renee Rui; Ou, Carol Xiaojuan; Ren, Steven Jifan.

In: Computers in Human Behavior, Vol. 93, 04.2019, p. 176-191.

Research output: Contribution to journalArticleScientificpeer-review

TY - JOUR

T1 - Media or message, which is the king in social commerce?

T2 - An empirical study of participants' intention to repost marketing messages on social media

AU - Wang, Wei

AU - Chen, Renee Rui

AU - Ou, Carol Xiaojuan

AU - Ren, Steven Jifan

PY - 2019/4

Y1 - 2019/4

N2 - Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.

AB - Grounded on the stimulus-organism-response (S-O-R) framework, we develop a research model by proposing participants' perceived utilitarian and hedonic value as the two key mediating mechanisms to transmit the effects of marketing stimuli and social media stimuli on participants' intention to repost a marketing message on social media. The survey data of 402 participants largely support the proposed research model. Interestingly, our data also suggest that marketing stimuli has more salient effects in predicting participants' reposting intention when compared to social media stimuli. We discuss the implications of these results in the context of social commerce.

KW - Social commerce

KW - Social media marketing

KW - Perceived utilitarian value

KW - Perceived hedonic value

KW - Reposting intention and behavior

KW - WEBSITE DESIGN

KW - COMMUNICATION

KW - INTERNET

KW - MODEL

KW - TRUST

KW - DETERMINANTS

KW - ENVIRONMENTS

KW - MOTIVATION

KW - FRAMEWORK

KW - IMPACT

U2 - 10.1016/j.chb.2018.12.007

DO - 10.1016/j.chb.2018.12.007

M3 - Article

VL - 93

SP - 176

EP - 191

JO - Computers in Human Behavior

JF - Computers in Human Behavior

SN - 0747-5632

ER -