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Number of results
2014 | 61 | 1 | 65-73

Article title

Marketing Sports Products on Facebook: The Effect of Social Influence

Content

Title variants

Languages of publication

EN

Abstracts

EN
There has been an increase in the use of social network sites as a marketing medium for commercial products and services. The aim of this paper is to examine the effectiveness of social network sites in influencing both consumer perception of quality of sports products and consumer intention to purchase sports products. A Facebook page of a fictitious brand of sports shoes was set up. The control group (n=57) was exposed to a page with only minimal information about sports shoes while the experimental group (n=59) was presented with additional information on the wall page consisting of ‘likes’ votes and positive comments about sports shoes. The findings suggest that online social influence not only can affect consumer perception of quality of a sports brand but also consumer buying intention. However, the effect that social influence has on purchase intention is limited to consumers with a low level of sports involvement and participation.

Publisher

Year

Volume

61

Issue

1

Pages

65-73

Physical description

Dates

published
1 - 6 - 2014
online
6 - 6 - 2014

Contributors

  • Nanyang Technological University, Singapore
author
  • Nanyang Technological University, Singapore

References

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Document Type

Publication order reference

Identifiers

YADDA identifier

bwmeta1.element.-psjd-doi-10_2478_pcssr-2014-0006
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