Effective entrepreneurial marketing on Facebook – A longitudinal study

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.

Keywords

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

DOI

10.1016/j.jbusres.2018.10.005

Citation

Fink, M, Koller, M, Gartner, J, Floh, A & Harms, R 2020, ' Effective entrepreneurial marketing on Facebook – A longitudinal study ', Journal of Business Research, vol. 113, pp. 149-157 . https://doi.org/10.1016/j.jbusres.2018.10.005

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-2020123160220

Collections

[article-cris] Kauppakorkeakoulu / BIZ

Show all metadata

Effective entrepreneurial marketing on Facebook – A longitudinal study

Access rights

URL

Journal Title

Journal ISSN

Volume Title

Authors

Date

Department

Major/Subject

Mcode

Degree programme

Language

Pages

Series

Abstract

Description

Keywords

Other note

DOI

Citation

Permanent link to this item

Collections