Enhancing the effects of social network site marketing campaigns: if you want consumers to like you, ask them about themselves
Guda Van Noort
Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, the Netherlands
Marjolijn L. Antheunis
Tilburg Center for Cognition and Communication TiCC, Tilburg University, Tilburg, the Netherlands
Peeter W.J. Verlegh
Amsterdam School of Communication Research ASCoR, University of Amsterdam, Amsterdam, the Netherlands
Introduction
Social networking sites (SNSs) and other forms of social media are increasingly used as a medium for promoting brands, products and services (Weinberg 2009). In 2011, nearly 11% of all online advertising spending in...