Articles on Issue Theme
Alexandra PERJU-MITRAN
Universitatea Româno-Americană
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 and then examining effect sizes for groups of different levels of education. The data was analysed using Structural Equation Modelling (SEM), and the research established that there are notable differences between groups, and companies should consider adapting their strategies based on these findings.
ŒCONOMICA no. 1-2/2018
Keywords: structural equation modelling, digital marketing communication, social media, consumer behaviour
JEL: M31
Level of Education Influences in Modelling Social Media Marketing Message Reactions
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