Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan
Abstract
This study explores the influence of user motivation to engage in online social networking on responses to social media marketing. It addresses two aspects of user motivation, need for online social capital and psychological well-being, and two types of social media marketing, interactive digital advertising and virtual brand community. Facebook provides the target social networking site. A survey among 502 college-aged Facebook users in Taiwan reveals that these users responded to Facebook advertising and virtual brand communities differently. Users’ motivation for online social networking had varying effects on their social media marketing responses. These results have key implications for social media marketing use in social networking online.
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- Authors
- Chi, H.-H.
- Affiliations
- Shih Hsin University (TW)
- Corresponding author
- Chi, Hsu-Hsien
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2011-09
- Volume
- 12
- Issue
- 1
- Pages
- 44-61
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1563746153
- Cited by
- 294
- References
- 6
- Citations by year
- 2026: 6 · 2025: 11 · 2024: 16 · 2023: 25 · 2022: 18 · 2021: 32 · 2020: 32 · 2019: 25 · 2018: 37 · 2017: 24 · 2016: 20 · 2015: 20 · 2014: 17 · 2013: 10 · 2012: 1
- FWCI
- 30.00
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Advertising (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Keywords
- online brand communities, social media marketing, social capital, psychological well-being, Facebook, university students, consumer response to advertising
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