Developing effective social media messages: Insights from an exploratory study of industry experts

Sarhang Majid, Carmen Lopez, Phil Megicks, Wai Mun Lim

Research output: Contribution to journalArticle

Abstract

As consumers are increasingly utilizing social network and media platforms for prepurchase information, managers are confronted with producing effective social media messages that can favorably influence buyers’ attitudes and behavioral intentions towards brands. A qualitative, in-depth, elite interview investigation with social media marketing experts was undertaken to develop awareness of the factors influencing the effectiveness of social media marketing. Adopting a thematic analysis approach, this study establishes the three overriding themes of interactivity, credibility and infotainment as being valuable in determining how social media marketing can enhance brand performance. Attitude theory and the hierarchy-of–effects model is utilized to support understanding and explain decision making of social media users in this context. Overall, this study provides managers with a thorough explanation of the effects of the identified core themes on social media attitudes and intentions. Implications for social media marketing theory and practice are presented based upon the depth and breadth of knowledge attained from the analysis of the expert interview data.
LanguageEnglish
Pages1-14
Number of pages14
JournalPsychology & Marketing
DOIs
StatePublished - 13 Feb 2019

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Social media marketing
Social media
Industry
Exploratory study
Managers
Influencing factors
Credibility
Brand performance
Decision making
Marketing practices
Marketing theory
Thematic analysis
Social networks
Behavioral intention
Buyers
Elites
Interactivity

Bibliographical note

This is the peer reviewed version (which may be under embargo) of the following article: Majid S, Lopez C, Megicks P, Lim WM. Developing effective social media messages: Insights from an exploratory study of industry experts. Psychol. Mark. 2019;1–14., which has been published in final form at https://doi.org/10.1002/mar.21196. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

Keywords

  • Social media
  • social media messages
  • social network and media platforms
  • elite expert interviews
  • attitude
  • hierarchy-of-effects

Cite this

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title = "Developing effective social media messages: Insights from an exploratory study of industry experts",
abstract = "As consumers are increasingly utilizing social network and media platforms for prepurchase information, managers are confronted with producing effective social media messages that can favorably influence buyers’ attitudes and behavioral intentions towards brands. A qualitative, in-depth, elite interview investigation with social media marketing experts was undertaken to develop awareness of the factors influencing the effectiveness of social media marketing. Adopting a thematic analysis approach, this study establishes the three overriding themes of interactivity, credibility and infotainment as being valuable in determining how social media marketing can enhance brand performance. Attitude theory and the hierarchy-of–effects model is utilized to support understanding and explain decision making of social media users in this context. Overall, this study provides managers with a thorough explanation of the effects of the identified core themes on social media attitudes and intentions. Implications for social media marketing theory and practice are presented based upon the depth and breadth of knowledge attained from the analysis of the expert interview data.",
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Developing effective social media messages : Insights from an exploratory study of industry experts. / Majid, Sarhang; Lopez, Carmen; Megicks, Phil; Lim, Wai Mun .

13.02.2019, p. 1-14.

Research output: Contribution to journalArticle

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