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

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