Measuring the effects of social media marketing: Adoptions, engagement and consequences

Abstract

The purpose of this study was to establish a conceptual framework to measure the effects of social media marketing. The study collected 837 valid internet user samples through an online survey. Through factor analysis, four key factors of adopted social media marketing were extracted, namely goal orientation, social motivation, emotional motivation and social norms. The two types of engagement behaviour extracted were passive engagement and active engagement, and the three potential benefits were information provision, loyalty and purchase intention. In addition, partial least squares regression was conducted to analyse the relationships between elements and to test the effects of various marketing stimuli. The results suggest that most of the social media marketing considered in this study had a clear influence on customer engagement with social media. Based on the research results, conclusions and implications for theoretical and practical studies are provided.