Which Social Media Actions Yield the Best Results for Advertisers?

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Which Social Media Actions Yield the Best Results for Advertisers?

From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions

This JIAD article explores users who like, share, and comment on marketing messages. The study attempts to connect these online activities with users’ intent to purchase or engage with products offline.

Research Methods:
Researchers at Michigan State and Grand Valley State universities employed four experiments to examine how intentions to like, share, and comment on different types of persuasive marketing messages were determined by attitudes toward these messages. The study also explored how these online actions influenced offline behavioral intentions. Persuasive content centered on pro and anti-alcohol messages, sex-related posts, cyberbullying and other message types. Participants were mostly young college students who answered questions related to various persuasive posts via Qualtrics.
Implications:
Based on the study, it might be assumed that advertisers should aim to create persuasive messages that maximize favorable responses from consumers. Furthermore, it seems that focusing mainly on getting users to click the “Like” button in response to these messages had the greatest impact on desired offline behaviors across platforms for almost all types of messages.

Article Insights:

  • Attitudes toward marketing messages predict offline behavioral intentions.
  • Users are more likely to “Like” a particular message than to “Share” or “Comment.”
  • Generally, intention to “Like” online persuasive messages is the strongest predictor of offline behaviors.
Access The Study Here

Editor’s Note:

Citation:  Alhabash, S., McAlister, A. R., Lou, C., & Hagerstrom, A. (2015). From clicks to behaviors: The mediating effect of intentions to like, share, and comment on the relationship between message evaluations and offline behavioral intentions.
Journal of Interactive Advertising,15 (2)
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