What influences people to click 'Like' on posts of branded content

Cheung, Millissa F.Y.; To, W. M.

Abstract

Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click ‘Like’ on posts of branded content and whether clicking ‘Like’ motivates people to search for more information on branded products. Using the stimulus-organism-response model, the study proposed a model in which the attractiveness of posts of branded content and source closeness (stimuli) influenced perceived value (organism), leading to people’s clicking ‘Like’ behavior (response). The model was tested using responses from 509 Chinese social media users. Results showed that the attractiveness of posts of branded content directly and indirectly linked to clicking ‘Like’ behavior through perceived value while source closeness only exerted a direct effect on clicking ‘Like’ behavior. People’s clicking of ‘Like’ behavior positively motivated them to search for more information on branded products. The study’s findings advanced our understanding of the drivers, process, and outcome of clicking ‘Like’ behavior.

Citation

Cheung, M. F., & To, W. M. (2023). What influences people to click 'Like' on posts of branded content. Journal of Strategic Marketing, 31(6), 1155–1177. https://doi.org/10.1080/0965254X.2022.2058067

• Journal Article Type: Article
• Acceptance Date: Mar 21, 2022
• Online Publication Date: Mar 30, 2022
• Publication Date: 2023
• Deposit Date: Feb 7, 2023
• Journal: Journal of Strategic Marketing
• Print ISSN: 0965-254X
• Publisher: Routledge
• Peer Reviewed: Peer Reviewed
• Volume: 31
• Issue: 6
• Pages: 1155–1177
• DOI: https://doi.org/10.1080/0965254X.2022.2058067
• Keywords: Social media, attractiveness of posts, source closeness, perceived value, clicking like