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Can I read The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study on EtoBox?
The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study by Shang, Yunfeng (author);Rehman, Hina (author);Mehmood, Khalid (author);Xu, Aidi (author);Iftikhar, Yaser (author);Wang, Yifei (author);Sharma, Ridhima (author) is a Psychology article available to read on EtoBox.
What is The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study about?
This study examined how social media marketing activities (SMMA) influence consumers’ engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers’ engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers’ engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.
Who reads The Nexuses Between Social Media Marketing Activities and Consumers’ Engagement Behaviour: A Two-Wave Time-Lagged Study?
It is typically read by researchers, students, and practitioners in Psychology.
- Author
- Shang, Yunfeng (author);Rehman, Hina (author);Mehmood, Khalid (author);Xu, Aidi (author);Iftikhar, Yaser (author);Wang, Yifei (author);Sharma, Ridhima (author)
- Publisher
- Frontiers Media SA
- Published
- 2022
- Language
- EN
- Field
- Psychology (Social Sciences)