publication . Article . Other literature type . 2018

Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator

Kang, Moon; Park, Byungho;
Open Access
  • Published: 13 Apr 2018 Journal: Sustainability, volume 10, page 1,167 (eissn: 2071-1050, Copyright policy)
  • Publisher: MDPI AG
Abstract
Social media has been receiving attention as a cost-effective tool to build corporate brand image and to enrich customer relationships. This phenomenon calls for more attention to developing a model that measures the impact of structural features, used in corporate social media messages. Based on communication science, this study proposes a model to measure the impact of three essential message structural features (interactivity, formality, and immediacy) in corporate social media on customers’ purchase intentions, mediated by brand attitude and corporate trust. Especially, social media platforms are believed to provide a good marketing platform for small ...
Subjects
free text keywords: Renewable Energy, Sustainability and the Environment, Geography, Planning and Development, Management, Monitoring, Policy and Law, Reputation, media_common.quotation_subject, media_common, Corporate branding, Formality, Credibility, Social media, Environmental resource management, business.industry, business, Marketing, Immediacy, Small and medium-sized enterprises, Economics, Interactivity, structural feature, small and medium enterprise, SME, sustainability, message attribute, structural equation model, Environmental effects of industries and plants, TD194-195, Renewable energy sources, TJ807-830, Environmental sciences, GE1-350
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publication . Article . Other literature type . 2018

Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator

Kang, Moon; Park, Byungho;