Articles on Issue Theme
Alexandra PERJU-MITRAN
Universitatea Româno-Americană
The aim of the present study is to elucidate how specific professional use of social media websites 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 (PLS) analysis is performed on data obtained from a previous study on 1097 social media users to test whether results are influenced by the characteristics of professional and non-professional users. Outcomes indicate that specific aspects trigger motivations which in sequence impact user intentions on social media platforms.
ŒCONOMICA no. 4/2017
Keywords: social media, group analysis, online marketing communication
JEL: L82, M31
Professional and Unprofessional Use of Social Media Differences in Modelling Social Media Marketing Message Reactions
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