What influences people to click ‘like’ on posts of branded content?

Millissa F. Y. Cheung*, W. M. To

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)
2 Downloads (Pure)

Abstract

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, the study 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. 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.
Original languageEnglish
Pages (from-to)1-23
Number of pages23
JournalJournal of Strategic Marketing
Early online date30 Mar 2022
DOIs
Publication statusE-pub ahead of print - 30 Mar 2022

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