Effective entrepreneurial marketing on Facebook – A longitudinal study

Journal article (2020)

Authors

Matthias Fink Anglia Ruskin University, Johannes Kepler University Linz
Monika Koller WU Wien
J. Gartner Aalto University School of Business
Arne Floh University of Surrey, Johannes Kepler University Linz
Rainer Harms University of Twente
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Published Date

2020

Language

English

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Abstract

Social media offers a myriad of opportunities for entrepreneurial marketing strategies that leverage the power of communities, especially when they are combined with traditional approaches such as celebrity endorsement. The reach, frequency, and speed of communication on social media offer the ideal leverage for the drivers of entrepreneurial marketing. However, the rapid rate of change may threaten the effects of investments in entrepreneurial marketing on social media and they might become only short-lived. Employing structural equation modeling, we test the long-term effect of Facebook-based celebrity endorsement on purchase intention among 234 members of a Facebook fan community in a two-wave longitudinal design. We argue that this relationship is mediated by a sponsor's brand image and moderated by brand differentiation. This study is the first to investigate the long-term effects of entrepreneurial marketing on social media. We present the contributions and implications of our findings as they affect research and practice.