Effective entrepreneurial marketing on Facebook – A longitudinal study

Matthias Fink*, Monika Koller, Johannes Gartner, Arne Floh, Rainer Harms

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

4 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)149-157
JournalJournal of Business Research
Volume113
Early online date6 Oct 2018
DOIs
Publication statusPublished - May 2020
MoE publication typeA1 Journal article-refereed

Keywords

  • Celebrity endorser credibility
  • Community-based marketing
  • Entrepreneurial marketing
  • Influencer marketing
  • Longitudinal study
  • Social media

Fingerprint Dive into the research topics of 'Effective entrepreneurial marketing on Facebook – A longitudinal study'. Together they form a unique fingerprint.

  • Cite this