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Level of Education Influences in Modelling Social Media Marketing Message Reactions

Author

Listed:
  • Perju-Mitran Alexandra

    (Universitatea Româno-Americană)

Abstract

The study investigates the differences between highly educated and medium studies users in responses to marketing messages received via social media, a topic that has been disregarded so far in the study of online marketing communication. The paper builds on a previously tested and validated model, by testing whether causal relationships are maintained regardless of the level of education.

Suggested Citation

  • Perju-Mitran Alexandra, 2018. "Level of Education Influences in Modelling Social Media Marketing Message Reactions," Revista OEconomica, Romanian Society for Economic Science, Revista OEconomica, issue 01-2.
    • Handle: RePEc:oen:econom:y:2018:i:01-2:id:518
    as

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    More about this item

    Keywords

    structural equation modelling; digital marketing communication; social media; consumer behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

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