Social Media Marketing: The Effect of Information Sharing, Entertainment, Emotional Connection and Peer Pressure on the Attitude and Purchase Intentions

Sradha Sheth, Jiyeon Kim

Abstract


Instant communications trough social media platforms have enabled consumers to create, publish and share content, data and information regarding brands and products. It is crucial to examine its marketing power by investigating the user’s attitude towards the brand and purchase intentions influenced by the functions of social media. Thus, the purpose of this study to examine the effects of information sharing, peer pressure, entertainment and emotional connection in a social media setting on the user’s attitude toward a brand present in social media thereby influencing their purchase intentions from the brand.

Keywords


Social media marketing; Information sharing; Emotional connection; Entertainment; purchase intention

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References


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