What is it about?
Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click ‘Like’ on posts of branded content and whether clicking ‘Like’ motivates people to search for more information on branded products. Using the stimulus-organism-response model, we proposed a model in which the attractiveness of posts of branded content and source closeness (stimuli) influenced perceived value (organism), leading to people’s clicking ‘Like’ behavior (response). The model was tested using responses from 509 Chinese social media users.
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Why is it important?
Our analyzed results showed that the attractiveness of posts of branded content directly and indirectly linked to clicking ‘Like’ behavior through perceived value while source closeness only exerted a direct effect on clicking ‘Like’ behavior. People’s clicking of ‘Like’ behavior positively motivated them to search for more information on branded products. The study’s findings advanced our understanding of the drivers, process, and outcome of clicking ‘Like’ behavior.
Perspectives
Writing this article was interesting because what influences and how to influence people to respond to social media contents are crucial for us to understand the complexity of metaverse. Additionally, organizations must understand how they can impact brand followers and should take more responsibility to provide genuine, authentic and interesting contents.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: What influences people to click ‘like’ on posts of branded content?, Journal of Strategic Marketing, March 2022, Taylor & Francis,
DOI: 10.1080/0965254x.2022.2058067.
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