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Effective entrepreneurial marketing on Facebook – A longitudinal study

Author

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  • Fink, Matthias
  • Koller, Monika
  • Gartner, Johannes
  • Floh, Arne
  • Harms, Rainer

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.

Suggested Citation

  • Fink, Matthias & Koller, Monika & Gartner, Johannes & Floh, Arne & Harms, Rainer, 2020. "Effective entrepreneurial marketing on Facebook – A longitudinal study," Journal of Business Research, Elsevier, vol. 113(C), pages 149-157.
    • Handle: RePEc:eee:jbrese:v:113:y:2020:i:c:p:149-157
    DOI: 10.1016/j.jbusres.2018.10.005
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    4. Sesar, Vesna & Martinčević, Ivana & Hunjet, Anica, 2022. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 248-263, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.
    5. Christian Rudeloff & Stefanie Pakura & Fabian Eggers & Thomas Niemand, 2022. "It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups," Review of Managerial Science, Springer, vol. 16(3), pages 681-712, April.
    6. Edi Suandi & Herri & Yulihasri & Syafrizal, 2023. "Evaluating the relationship between entrepreneurial marketing, competitive advantage, and Islamic banks performance," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 28(3), pages 599-614, September.
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