SUMMERY – Term Paper Example

Persuasive messages, popularity cohesion and message diffusion social marketing al affiliation SUMMARY A research was carried out to investigate how persuasive messages can make social media internet users to 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 questionnaire1.
As people become more conversant with the internet, 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 the social media can be very important strategy as it can influence the liking and sharing behaviors of messages among the 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 analyse the relationship between fan page post, recipients cohesion and diffusion behavior of the messages. These hypotheses were drawn from 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 analysed to see how article persuasiveness affected like and share intention. The study came up with various results which showed that persuasive messages have 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 intention2.
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 the 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 are useful which can positively influence the like and sharing attitude of social media users.
Chang Yu-Ting, Yu Hueiju and Lu His-Peng. “Persuasive messages, popularity cohesion, and message diffusion in social media marketing. 68 (2015) 777–782.