From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions
Abstract
Advertisers and marketers are heavily investing in social media marketing in the hope that online engagement will lead to offline behaviors, however the likelihood of the success of this tactic is yet to be fully explored. The current study reports results of four experiments that investigate how the attitude–behavioral intentions relationship is mediated by intentions to like, share, and comment on persuasive social media. The results are mixed with regard to this mediating effect. Findings are discussed in relation to redefining persuasion models within the context of the new media environment and in relation to practical implications of valuing online behaviors.
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Developing favorable message evaluations leads to greater online engagement.
“developing favorable message evaluations leads to greater online engagement (Alhabash et al. 2015).”
From Influencer Marketing on Instagram: Empirical Research on Social Media Engagement with Sponsored Posts (2022) · cites this paper as Alhabash et al. 2015
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References 51 · Cited by 128
- Authors
- Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A.
- Affiliations
- Michigan State University (US)
- Grand Valley State University (US)
- Corresponding author
- Alhabash, Saleem
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2015-07-03
- Volume
- 15
- Issue
- 2
- Pages
- 82-96
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W1689085124
- Cited by
- 128
- References
- 51
- Citations by year
- 2026: 10 · 2025: 17 · 2024: 16 · 2023: 22 · 2022: 21 · 2021: 8 · 2020: 12 · 2019: 5 · 2018: 7 · 2017: 6 · 2016: 4
- FWCI
- 18.76
- 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
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Keywords
- social media marketing, message evaluation, behavioral intention, sharing intention, attitude-behavior relationship, mediating effect, online engagement
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