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Interactive Digital Advertising vs. Virtual Brand Community

294 citations0/0 files storedJournal of Interactive Advertising

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Digital Marketing and Social Media Marketing and Advertising Strategies Consumer Behavior in Brand Consumption and Identification

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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References

1965Society and the Adolescent Self-Image 1988Social Capital in the Creation of Human Capital 2000Social Capital in the Creation of Human Capital 2007The Benefits of Facebook “Friends:” Social Capital and College Students’ Use of Online Social Network Sites 2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?2001Brand Community 1993Review of the Satisfaction With Life Scale.2009Review of the Satisfaction With Life Scale

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2018Exploring Social Media Engagement Behaviors in the Context of Luxury Brands 2017Examining online social brand engagement: A social presence theory perspective 2014Consumer engagement with brands on social network sites: A cross-cultural comparison of China and the USA 2016Branding with social media: User gratifications, usage patterns, and brand message content strategies 2015Factors affecting attitudes and behavioural intention towards social networking advertising: a case of Facebook users in South Korea

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