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 journalArticleResearchpeer-review

Abstract

As consumers are increasingly utilizing the 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 the 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.

Original languageEnglish
Pages (from-to)551-564
Number of pages14
JournalPsychology & Marketing
Volume36
Issue number6
DOIs
Publication statusPublished - 13 Feb 2019

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Social Media
Industry
Social Marketing
Interviews
Social media marketing
Social media
Exploratory study
Social Support
Decision Making
Managers

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

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

Cite this

Majid, Sarhang ; Lopez, Carmen ; Megicks, Phil ; Lim, Wai Mun . / Developing effective social media messages : Insights from an exploratory study of industry experts. In: Psychology & Marketing. 2019 ; Vol. 36, No. 6. pp. 551-564.
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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 .

In: Psychology & Marketing, Vol. 36, No. 6, 13.02.2019, p. 551-564.

Research output: Contribution to journalArticleResearchpeer-review

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