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Effective entrepreneurial marketing on Facebook – A longitudinal study

Fink, Matthias, Koller, Monika, Gartner, Johannes, Floh, Arne and Harms, Rainer (2018) Effective entrepreneurial marketing on Facebook – A longitudinal study Journal of Business Research, 113. pp. 149-157.

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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 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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Fink, Matthias
Koller, Monika
Gartner, Johannes
Floh, Arnea.floh@surrey.ac.uk
Harms, Rainer
Date : 6 October 2018
DOI : 10.1016/j.jbusres.2018.10.005
Copyright Disclaimer : © 2018 The Authors. Published by Elsevier Inc. This is an open access article under the CC BY license
Additional Information : Embargo OK Metadata OK No Further Action
Depositing User : James Marshall
Date Deposited : 13 Aug 2020 09:18
Last Modified : 13 Aug 2020 09:18
URI: http://epubs.surrey.ac.uk/id/eprint/858400

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