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Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator

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  • Moon Young Kang

    (KAIST College of Business, Korea Advanced Institute of Science and Technology(KAIST), 85 Hoegi-ro, Dongdaemun-gu, Seoul 130-722, Korea)

  • Byungho Park

    (KAIST College of Business, Korea Advanced Institute of Science and Technology(KAIST), 85 Hoegi-ro, Dongdaemun-gu, Seoul 130-722, Korea)

Abstract

Social media has been receiving attention as a cost-effective tool to build corporate brand image and to enrich customer relationships. This phenomenon calls for more attention to developing a model that measures the impact of structural features, used in corporate social media messages. Based on communication science, this study proposes a model to measure the impact of three essential message structural features (interactivity, formality, and immediacy) in corporate social media on customers’ purchase intentions, mediated by brand attitude and corporate trust. Especially, social media platforms are believed to provide a good marketing platform for small and medium enterprises (SMEs) by providing access to huge audiences at a very low cost. The findings from this study based on a structural equation model suggest that brand attitude and corporate trust have larger impacts on purchase intention for SMEs than large firms. This implies that SMEs with little to no presence in the market should pay more attention to building corporate trust and brand attitude for their sustainable growth.

Suggested Citation

  • Moon Young Kang & Byungho Park, 2018. "Sustainable Corporate Social Media Marketing Based on Message Structural Features: Firm Size Plays a Significant Role as a Moderator," Sustainability, MDPI, vol. 10(4), pages 1-14, April.
    • Handle: RePEc:gam:jsusta:v:10:y:2018:i:4:p:1167-:d:140878
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    References listed on IDEAS

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    Cited by:

    1. Affan Ahmed Khan & Ming Zheng Wang & Sadaf Ehsan & Mohammad Nurunnabi & Maaida Hussain Hashmi, 2019. "Linking Sustainability-Oriented Marketing to Social Media and Web Atmospheric Cues," Sustainability, MDPI, vol. 11(9), pages 1-28, May.
    2. Byungho Park & Moon Young Kang & Jiwon Lee, 2020. "Sustainable Political Social Media Marketing: Effects of Structural Features in Plain Text Messages," Sustainability, MDPI, vol. 12(15), pages 1-10, July.
    3. Zobi Khan & Yongzhong Yang & Mohsin Shafi & Ruo Yang, 2019. "Role of Social Media Marketing Activities (SMMAs) in Apparel Brands Customer Response: A Moderated Mediation Analysis," Sustainability, MDPI, vol. 11(19), pages 1-19, September.
    4. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    5. Dan Dumitriu & Gheorghe Militaru & Dana Corina Deselnicu & Andrei Niculescu & Mirona Ana-Maria Popescu, 2019. "A Perspective Over Modern SMEs: Managing Brand Equity, Growth and Sustainability Through Digital Marketing Tools and Techniques," Sustainability, MDPI, vol. 11(7), pages 1-24, April.
    6. Manveer Mann & Sang-Eun Byun & Whitney Ginder, 2021. "B Corps’ Social Media Communications during the COVID-19 Pandemic: Through the Lens of the Triple Bottom Line," Sustainability, MDPI, vol. 13(17), pages 1-21, August.
    7. Carmen Berne-Manero & Mercedes Marzo-Navarro, 2020. "Exploring How Influencer and Relationship Marketing Serve Corporate Sustainability," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    8. Juan Pablo Vázquez Loaiza & Antonio Pérez-Torres & Karol Marylin Díaz Contreras, 2019. "Semantic Icons: A Sentiment Analysis as a Contribution to Sustainable Tourism," Sustainability, MDPI, vol. 11(17), pages 1-21, August.
    9. Yong Wang & Shamim Chowdhury Ahmed & Shejun Deng & Haizhong Wang, 2019. "Success of Social Media Marketing Efforts in Retaining Sustainable Online Consumers: An Empirical Analysis on the Online Fashion Retail Market," Sustainability, MDPI, vol. 11(13), pages 1-27, June.
    10. Taegoo Terry Kim & Osman M. Karatepe & Gyehee Lee & Hande Demiral, 2018. "Do Gender and Prior Experience Moderate the Factors Influencing Attitude toward Using Social Media for Festival Attendance?," Sustainability, MDPI, vol. 10(10), pages 1-19, September.

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