Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan

This study explores the influence of user motivation to engage in online social networking on responses to social media marketing.

Interactive Digital Advertising vs. Virtual Brand Community: Exploratory Study of User Motivation and Social Media Marketing Responses in Taiwan

Hsu-Hsien Chi

The growing popularity of social media leads advertisers to invest more effort into communicating with consumers through online social networking. Social media, especially social networking sites (SNS), enable users to present themselves, establish and maintain social connections with others, and articulate their own social networks (Ellison, Steinfield, and Lampe 2007). In this setting, brand managers often seek two types of marketing communication: interactive digital advertising and virtual brand communities. The former exposes social media users to brand-related messages (Keller...

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