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Professional and Unprofessional Use of Social Media Differences in Modelling Social Media Marketing Message Reactions

Author

Listed:
  • Perju-Mitran Alexandra

    (Universitatea Româno-Americană)

Abstract

The aim of the present study is to elucidate how specific professional use of social media foster user intentions as a response to online marketing communication, and the differences in effect sizes that this has in shaping further information seeking, recommendations and information sharing, loyalty intentions. Partial Least Squares analysis is performed on data from 1097 social media users.

Suggested Citation

  • Perju-Mitran Alexandra, 2017. "Professional and Unprofessional Use of Social Media Differences in Modelling Social Media Marketing Message Reactions," Revista OEconomica, Romanian Society for Economic Science, Revista OEconomica, issue 04, December.
    • Handle: RePEc:oen:econom:y:2017:i:04:id:497
    as

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    More about this item

    Keywords

    social media; group analysis; online marketing communication;
    All these keywords.

    JEL classification:

    • L82 - Industrial Organization - - Industry Studies: Services - - - Entertainment; Media
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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