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Effective entrepreneurial marketing on Facebook – A longitudinal study

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Fink, Matthias, Koller, Monika, Gartner, Johannes, Floh, Arne, Harms, Rainer·2020·Journal of Business Research
DOI 10.1016/j.jbusres.2018.10.005
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Abstract

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement. The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in entrepreneurial marketing on social media and they might become only short-lived. Employing structural equation modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among 234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate the long-term effects of entrepreneurial marketing on social media. We present the contributions and implications of our findings as they affect research and practice.

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Metadata

Authors
Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R.
Venue
Journal of Business Research
Publisher
Elsevier BV
Published
2020-05
Volume
113
Pages
149-157
ISSN
0148-2963 (ISSN-L)
DOI
10.1016/j.jbusres.2018.10.005
OpenAlex
W2894820098
Cited by
160
References
12
FWCI
18.23
Type
journal article
Language
en
Open access
hybrid
Licence

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Fink, M., Koller, M., Gartner, J., Floh, A., & Harms, R. (2020). Effective entrepreneurial marketing on Facebook – A longitudinal study. Journal of Business Research. https://doi.org/10.1016/j.jbusres.2018.10.005

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