Chang, Yu-Ting; Yu, Hueiju; Lu, Hsi-Peng - In: Journal of Business Research 68 (2015) 4, pp. 777-782
Social media marketing is an influential marketing method. Liking or sharing social media messages can increase the effects of popular cohesion and message diffusion. This research investigates how persuasive messages (i.e., argument quality, post popularity, and post attractiveness) can lead...