The paper "Persuasive Messages, Popularity Cohesion, and Message Diffusion in Social Media Marketing by Yu-Ting" is a delightful example of an article on marketing. A research was carried out to investigate how persuasive messages can make social media internet users like or share messages in social media marketing activities. The research population used was 392 fans from a Facebook page in Taiwan who provided information by answering the questionnaire. As people become more conversant with the internet, the network becomes more powerful marketing channels. The research, therefore, evaluated how social media marketing influences internet users to share internet messages so as to reach social cohesion and message diffusion.
This research was based on the elaboration likelihood model (ELM). In the literature review, the researcher found out that persuasive messages in social media can be a very important strategy as it can influence the liking and sharing behaviors of messages among internet users. The researcher also appreciated that communication technology such as social media can promote message diffusion and popular cohesion. A number of research hypotheses were made by the researcher to analyze the relationship between fan page post, recipients cohesion and diffusion behavior of the messages.
These hypotheses were drawn from the nature of message persuasiveness, behavioral intention, beliefs and attitude, and relative significance and user expertise. The Taiwan icook fan page was used in collecting the data for the study. The data was analyzed to see how article persuasiveness affected and shared intention. The study came up with various results that showed that persuasive messages have a higher level of post popularity. It also deduced that argument quality and post popularity affects usefulness while post popularity and post attractiveness affected preference.
The study also concluded that message usefulness greatly affected like intention, which positively or indirectly affected the share intention. The like intention was concluded as positively affecting the share intention. To conclude, the findings from the research indicated that social network sites, argument quality, post popularity, and attractiveness affect usefulness and preference. Therefore, marketing managers can promote marketing by using famous individuals who can improve argument quality. The research also found out that the usefulness of a post affects fan behavior while like intention affects sharing intention.
The marketing managers should, therefore, promote marketing by ensuring that post is useful which can positively influence the like and sharing the attitude of social media users.