Abstract
Since in emerging market, social network like Facebook is a common platform to generate collective opinion as an opinion leader, viral advertisement promoted by any member and shared among peers of their network has potential contribution in shaping favorable attitude. This study is designed to understand attitude of members of social network to be persuaded by any promotional marketing-related messages in terms of its effectiveness and ability to pursue them to be motivated. Precisely, it is aimed to derive the factors which have an influence in perusing attitude toward any message generated, distributed, and shared among the members of a common social loop. Five interdependent factors, namely, message initiator (identity), message language (informality), message content (logic and counter logic), message entertainment (hedonic motivation), and message reliability (experience based), are constructed as the independent variables to understand attitude of members of social media toward any promotional message in an emerging market context.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Reference
Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior & Human Decision Processes, 50(2), 179–211.
Akar, E., & Topcu, B. (2011). An examination of the factors influencing consumer’s attitudes toward social media marketing. Journal of Internet Commerce, 10(1), 35–67.
AlAlwan, A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics. Available at https://doi.org/10.1016/j.tele.2017.05.008.
Chu, S.-C. (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1), 30–43.
Daft, R. L., & Lengel, R. H. (1986). Organizational information requirements, media richness and structural design. Management Science., 32(5), 554–571.
di Pietro, L., & Pantano, E. (2012). An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook. Journal of Direct, Data and Digital Marketing Practice, 14(1), 18–29.
Ducoffe, R. H. (1996). Advertising value and advertising on the web. Journal of Advertising Research, 36(5), 21–35.
Dwivedi, Y. K., Kapoor, K. K., & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289–309.
Dwivedi, Y. K.,Mäntymäki, M., Ravishankar, M. N., Janssen, M., Clement, M., Slade, E. L., Rana, N. P., Al-Sharhan, S. &Simintiras, A. C. (Eds.) (2016). Social media: The good, the bad, and the ugly: 15th IFIP WG 6.11 Conference on e-Business, e-Services, and e-Society, I3E 2016, Swansea, UK, September 13–15, 2016, Proceedings (Vol. 9844). Springer. URL: http://www.springer.com/gb/book/9783319452333.
Dwivedi, Y. K., Rana, N. P., & Alryalat, M. A. A. (2017). Affiliate marketing: An overview and analysis of emerging literature. The Marketing Review, 17(1), 33–50.
Dwivedi, Y. K., Rana, N. P., Jeyaraj, A., Clement, M., & Williams, M. D. (2017). Re-examining the unified theory of acceptance and use of technology (UTAUT): Towards a revised theoretical model. Information Systems Frontiers, 1–16. Available at https://link.springer.com/article/10.1007/s 10796-017-9774-y.
Dwivedi, Y. K., Rana, N. P., Tajvidi, M., Lal, B., Sahu, G. P., & Gupta, A. (2017), Exploring the role of social media in e-Government: an analysis of emerging literature. In Proceedings of the 10th International Conference on Theory and Practice of Electronic Governance (pp. 97–106). ACM, 7th to 10th March 2017, New Delhi, India.
Escalas, J. E., & Bettman, J. R. (2005). Self-construal, reference groups, and brand meaning. Journal of Consumer Research, 32(3), 378–389.
Hayes, J. L., & King, K. W. (2014). The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising, 14(2), 98–109.
Hogg, M. A., & Vaughan, G. M. (2002). Social psychology (3rd ed.). London, UK: Prentice Hall.
Hughes, A. L. & Palen, L. (2009). Twitter Adoption and Use in Mass Convergence and Emergency Events. In Proceedings of the 6th International ISCRAM Conference, Sweden.
Ismagilova, E., Dwivedi, Y.K., Slade, E.L. & Williams, M.D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions. Springer International Publishing. Available at http://www.springer.com/us/book/ 9783319524580.
Jarad, G. A. (2014). Marketing over social media networks. European Journal of Business and Management, 6(13), 114–118.
Kapoor, K. K., & Dwivedi, Y. K. (2015). Metamorphosis of Indian electoral campaigns: Modi's social media experiment. International Journal of Indian Culture and Business Management, 11(4), 496–516.
Kapoor, K. K., Dwivedi, Y. K., & Piercy, N. C. (2016). Pay-per-click advertising: A literature review. The Marketing Review, 16(2), 183–202.
Kim, A. J., & Ko, E. (2012). Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–1486.
LaRose, R., Mastro, D. A., & Eastin, M. S. (2001). Understanding internet usage: A social cognitive approach to uses and gratifications. Social Science Computer Review, 19(4), 395–413.
Lee, D., Kim, H. S., & Kim, J. K. (2011). The impact of online brand community type on consumer’s community engagement behaviors: Consumer-created vs. marketer-created online brand community in online social-networking web sites. Cyber Psychology, Behavior & Social Networking, 14(1/2), 59–63.
Lessig, V. P., & Park, W. (1978). Promotional perspectives of reference group influence: Advertising implications. Journal of Advertising, 7(2), 41–47.
Lieber, E., & Syverson, C. (2011). Online vs. offline competition. In M. Peitz & J. Waldfogel (Eds.), Oxford handbook for the digital economy (pp. 189–223). New York, NY: Oxford University Press.
Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164–179.
Lu, J., Yao, J. E., & Yu, C.-S. (2005). Personal innovativeness social influences and adoption of wireless internet services via mobile technology. Journal of Strategic Information Systems, 14(3), 245–268.
Mallat, N. (2007). Exploring consumer adoption of mobile payments – A qualitative study. Journal of Strategic Information Systems, 16(4), 413–432.
McKnight, D. H., Choudhury, V., & Kacmar, C. (2002). Developing and validating trust measures for e-commerce: An integrative typology. Information Systems Research, 13(3), 334–359.
Michael, R. T., & Becker, G. S. (1973). On the new theory of consumer behavior. The Swedish Journal of Economics, 75(4), 378–396.
Mittal, B., & Lassar, W. M. (1996). The role of personalization in service encounters. Journal of Retailing, 72(1), 95–109.
Nicosia, F. (1966). Consumer decision processes. Englewood Cliffs, NJ: Prentice Hall.
Patton, M. Q. (1981). Creative evaluation. San Anselmo, CA: Sage Publications, USA.
Pelling, E., & White, K. M. (2009). The theory of planned behavior applied to young people’s use of social networking websites. Cyber psychology & Behavior, 12(6), 755–759.
Plume, C. J., Dwivedi, Y. K., & Slade, E. L. (2016). Social Media in the Marketing Context: A state of the art analysis and future directions (1st ed.). Oxford, UK.: Chandos Publishing Ltd. Available athttps://www.elsevier.com/books/social-media-in-the-marketing-context/plume/978-0-08-101754-8
Rothschild, M. L. (1981). Behavioral learning theory: Its relevance to marketing and promotions. Journal of Marketing, 45. (Spring, 70–78.
Schulze, C., Scholer, L., & Skiera, B. (2014). Not all fun and games: Viral marketing for utilitarian products. Journal of Marketing, 78, 1–19.
Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2016). Mobile Marketing Channel: Mobile Phone SMS & Online Consumer Behavior. USA: Springer.
Shareef, M. A., Dwivedi, Y. K., & Rana, N. P. (2015). Consumer behavior in the context of SMS-based marketing. The Marketing Review, 15(2), 135–160.
Shareef, M. A., Kumar, V., Dwivedi, Y. K., Kumar, U. (2016), Service delivery through mobile-government (mGov): Driving factors and cultural impacts. Information Systems Frontiers, 18(2), 315–332.
Shiau, W. L., & Luo, M. M. (2012). Factors affecting online group buying intention and satisfaction: A social exchange theory perspective. Computers in Human Behavior, 28(6), 2431–2444.
Singer, E. (1981). Reference Groups and Social Evaluations. In M. Rosenberg & R. H. Turner (Eds.), Social Psychology (pp. 66–93). New York, NY: Basic Books.
Tajfel, H., & Turner, J. C. (1986). The social identity theory of inter-group behavior. In S. Worchel & L. W. Austin (Eds.), Psychology of intergroup relations. Chicago, IL: Nelson-Hall.
Taylor, D. G., Lewin, J. E., & Strutton, D. (2011). Friends, fans, and followers: Do ads work on social networks. Journal of Advertising Research, 51(1), 258–275.
Turner, J. C., Hogg, M. A., Oakes, P. J., Reicher, S. D., & Wetherell, M. S. (1987). Rediscovering the social group: A self-categorization theory. Oxford, UK: Blackwell.
Venkatesh, V., Thong, J., & Xu, X. (2012). Consumer acceptance and use of information technology: Extending the unified theory of acceptance and use of technology. MIS Quarterly, 36(1), 157–178.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2018 Springer International Publishing AG, part of Springer Nature
About this chapter
Cite this chapter
Shareef, M.A., Kumar, V., Kumar, U., Alryalat, M.A.A. (2018). Do you Like to be an Aspirational Referee to Promote a Product? Act Like a Celebrity in Emerging Market. In: Dwivedi, Y., et al. Emerging Markets from a Multidisciplinary Perspective. Advances in Theory and Practice of Emerging Markets. Springer, Cham. https://doi.org/10.1007/978-3-319-75013-2_24
Download citation
DOI: https://doi.org/10.1007/978-3-319-75013-2_24
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-75012-5
Online ISBN: 978-3-319-75013-2
eBook Packages: Business and ManagementBusiness and Management (R0)