PL EN


Preferencje help
Widoczny [Schowaj] Abstrakt
Liczba wyników
2014 | 61 | 1 | 65-73
Tytuł artykułu

Marketing Sports Products on Facebook: The Effect of Social Influence

Treść / Zawartość
Warianty tytułu
Języki publikacji
EN
Abstrakty
EN
There has been an increase in the use of social network sites as a marketing medium for commercial products and services. The aim of this paper is to examine the effectiveness of social network sites in influencing both consumer perception of quality of sports products and consumer intention to purchase sports products. A Facebook page of a fictitious brand of sports shoes was set up. The control group (n=57) was exposed to a page with only minimal information about sports shoes while the experimental group (n=59) was presented with additional information on the wall page consisting of ‘likes’ votes and positive comments about sports shoes. The findings suggest that online social influence not only can affect consumer perception of quality of a sports brand but also consumer buying intention. However, the effect that social influence has on purchase intention is limited to consumers with a low level of sports involvement and participation.
Wydawca

Rocznik
Tom
61
Numer
1
Strony
65-73
Opis fizyczny
Daty
wydano
2014-06-01
online
2014-06-06
Twórcy
  • Nanyang Technological University, Singapore
autor
Bibliografia
  • Bearden, W.O., Netemeyer, R.G., & Teel, J.E. (1989). Measurement of consumer susceptibility to interpersonal influence. Journal of Consumer Research, 473-481.
  • Bonds-Raacke, J., & Raacke, J. (2010). MySpace and Facebook: Identifying dimensions of uses and gratifications for friend networking sites. Individual Differences Research, 8(1), 27-33.
  • Boyd, D.M., & Ellison, N.B. (2008). Social Network Sites: Definition, History, and Scholarship. Journal of Computer- Mediated Communication, 13, 210-230.
  • Burnkrant, R.E., & Cousineau, A. (1975). Informational and normative social influence in buyer behavior. Journal of Consumer Research, 206-215.
  • Cha, J. (2009). Shopping on social networking Web sites: Attitudes toward real versus virtual items. Journal of Interactive Advertising, 10(1), 77-93.
  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences: Lawrence Erlbaum.
  • Coyle, J.R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of advertising, 65-77.
  • Deighton, J., & Kornfeld, L. (2009). Interactivity's Unanticipated Consequences for Marketers and Marketing. Journal of Interactive Marketing, 23(1), 4-10.[WoS][Crossref]
  • Deutsch, M., & Gerard, H.B. (1955). A study of normative and informational social influences upon individual judgment. The journal of abnormal and social psychology, 51(3), 629.
  • Dumitrescu, L., Stanciu, O., Tichindelean, M., & Vinerean, S. (2011). Disclosing The Promising Power Of Social Media-An Important Digital Marketing Tool. Studies in Business and Economics, 6(1), 37-45.
  • Gangadharbatla, H. (2008). Facebook me: Collective self-esteem, need to belong, and internet self-efficacy as predictors of the Generation's attitudes toward social networking sites. Journal of Interactive Advertising, 8(2), 1-28.
  • Gwinner, K., & Swanson, S.R. (2003). A model of fan identification: Antecedents and sponsorship outcomes. Journal of services marketing, 17(3), 275-294.[Crossref]
  • Kelly, L., Kerr, G., & Drennan, J. (2010). Avoidance of Advertising in Social Networking Sites: The Teenage Perspective. Journal of Interactive Advertising, 10(2), 16-27.
  • Kotrlik, J.W., & Williams, H.A. (2003). The Incorporation of Effect Size in Information Technology, Learning, Information Technology, Learning, and Performance Research and Performance Research. Information Technology, Learning, and Performance Journal, 21(1), 1.
  • Kozinets, R.V., De Valck, K., Wojnicki, A.C., & Wilner, S.J.S. (2010). Networked narratives: Understanding word-ofmouth marketing in online communities. Journal of Marketing, 74(2), 71-89.[WoS][Crossref]
  • Leng, H.K. (2013). Methodological Issues in Using Data from Social Networking Sites. Cyberpsychology, Behavior, and Social Networking.[WoS][PubMed]
  • Leng, H.K., Ngiam, H.S., & Kuo, T.Y. (2008). Limitations on the Use of Sports Celebrities in Influencing Consumption Behaviour. Paper presented at the Classifying Disability & Sports Technology Conference, Crowne Plaza Hotel, Singapore.
  • O'Reilly, N., Berger, I.E., Hernandez, T., Parent, M.M., & Seguin, B. (2012). Understanding adolescent sport participation through online social media. Sport, Business and Management: An International Journal, 2(1), 69-81.
  • Pallant, J. (2010). SPSS Survival Manual (4th ed.). Maidenhead: Open University Press.
  • Pincus, S., & Waters, L. (1977). Informational social influence and product quality judgments. Journal of Applied Psychology; Journal of Applied Psychology, 62(5), 615.[Crossref]
  • Prendergast, G., Ko, D., & Yuen, S.Y.V. (2010). Online word of mouth and consumer purchase intentions. International Journal of Advertising, 29(5), 687-708.[WoS][Crossref]
  • Raacke, J., & Bonds-Raacke, J. (2008). MySpace and Facebook: Applying the uses and gratifications theory to exploring friend-networking sites. CyberPsychology & Behavior, 11(2), 169-174.[WoS][Crossref]
  • Ridings, C.M., Gefen, D., & Arinze, B. (2002). Some antecedents and effects of trust in virtual communities. The Journal of Strategic Information Systems, 11(3-4), 271-295.[Crossref]
  • Sen, S., & Lerman, D. (2007). Why are you telling me this? An examination into negative consumer reviews on the Web. Journal of Interactive Marketing, 21(4), 76-94.[Crossref]
  • Wallace, L., Wilson, J., & Miloch, K. (2011). Sporting Facebook: A content analysis of NCAA organizational sport pages and Big 12 Conference athletic department pages. International Journal of Sport Communication, 4(4), 422-444.
Typ dokumentu
Bibliografia
Identyfikatory
Identyfikator YADDA
bwmeta1.element.-psjd-doi-10_2478_pcssr-2014-0006
JavaScript jest wyłączony w Twojej przeglądarce internetowej. Włącz go, a następnie odśwież stronę, aby móc w pełni z niej korzystać.