Abstract
Companies have been eager to use the new social media to expand their business. After a few years of trials, there are common acceptable views that a company should not use social media for selling products. A better way is to build up its brand value through social media. However, there have been rare academic studies on the response of social media users to the promotion messages. This research aims to fill up this gap. A modified Integrated Model of Persuasion is developed for explaining the cognitive process of receiving a message through social media. Propositions and hypotheses can be determined based on the modified Integrated Model of Persuasion.
| Original language | English |
|---|---|
| Number of pages | 10 |
| Publication status | Published - 7 Jul 2015 |
| Event | 2015 Annual Conference on Global Economics, Business and Finance (5th ACGEBF) - Hong Kong SkyCity Marriott Hotel, Hong Kong , China Duration: 6 Jul 2015 → 8 Jul 2015 http://gceas-conf.org/data/file/20190509/20190509094426_52480.pdf |
Conference
| Conference | 2015 Annual Conference on Global Economics, Business and Finance (5th ACGEBF) |
|---|---|
| Place | China |
| City | Hong Kong |
| Period | 6/07/15 → 8/07/15 |
| Internet address |
Research Keywords
- Social Media
- modified Integrated Model of Persuasion
- Public Relation
- Advertising