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社交媒体营销活动与消费者参与行为之间的关联：一项两阶段时间滞后研究。

The Nexuses Between Social Media Marketing Activities and Consumers' Engagement Behaviour: A Two-Wave Time-Lagged Study.

作者信息

Shang Yunfeng, Rehman Hina, Mehmood Khalid, Xu Aidi, Iftikhar Yaser, Wang Yifei, Sharma Ridhima

机构信息

School of Hospitality, Zhejiang Yuexiu University, Shaoxing, China.

Faculty of Management Sciences, National University of Modern Languages (NUML), Islamabad, Pakistan.

出版信息

Front Psychol. 2022 Apr 20;13:811282. doi: 10.3389/fpsyg.2022.811282. eCollection 2022.

DOI:10.3389/fpsyg.2022.811282
PMID:35529550
原文链接:https://pmc.ncbi.nlm.nih.gov/articles/PMC9067540/
Abstract

This study examined how social media marketing activities (SMMA) influence consumers' engagement behaviour in developing countries. Based on the stimulus-organism-response theory, we examined the effect of SMMA on consumers' engagement intention and further investigated the moderating effect of social media sales intensity. The study employed a time-lagged design with two waves to confirm the hypothesised framework. The study findings showed that SMMA positively influence consumers' engagement intention and engagement behaviour. In addition, social media sales intensity strengthens the link between engagement intention and engagement behaviour. This study adds to the literature on social media and discusses its practical implications.

摘要

本研究考察了社交媒体营销活动（SMMA）如何影响发展中国家消费者的参与行为。基于刺激-机体-反应理论，我们研究了SMMA对消费者参与意愿的影响，并进一步考察了社交媒体销售强度的调节作用。该研究采用了两阶段的时间滞后设计来验证假设框架。研究结果表明，SMMA对消费者的参与意愿和参与行为有积极影响。此外，社交媒体销售强度强化了参与意愿和参与行为之间的联系。本研究丰富了关于社交媒体的文献，并探讨了其实际意义。

https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/b1be80575282/fpsyg-13-811282-g005.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/04cc7b12f438/fpsyg-13-811282-g001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/e09559609d18/fpsyg-13-811282-g002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/f74a2659d63f/fpsyg-13-811282-g003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/654e35dc9db2/fpsyg-13-811282-g004.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/b1be80575282/fpsyg-13-811282-g005.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/04cc7b12f438/fpsyg-13-811282-g001.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/e09559609d18/fpsyg-13-811282-g002.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/f74a2659d63f/fpsyg-13-811282-g003.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/654e35dc9db2/fpsyg-13-811282-g004.jpg
https://cdn.ncbi.nlm.nih.gov/pmc/blobs/5108/9067540/b1be80575282/fpsyg-13-811282-g005.jpg

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