What Motivates Consumers to Share Promotional Offers in Branded Social Media?

서지정보

· 발행기관 : 한국마케팅관리학회
· 수록지 정보 : 마케팅관리연구 / 22권 / 2호 / 119 ~ 143페이지
· 저자명 : 이성미

초록

This article investigates how the type of promotional offer affects the perceived value of the offer and subsequently the intention to share among users of branded social media. The study argues that such effect on the perceived value and intention to share is influenced by users’ familiarity with the brand of the promotional offer and the tie strength between users who share the offer and those who receive the offer. 317 undergraduate students participated in the online experiment. This study uses a 3 x 2 x 2 between-subject factorial design, which varies the type of promotional offer (for me only, for my friend or “you” only, or for both me and you), the brand familiarity (familiar or unfamiliar), and the tie strength (strong or weak). The findings indicate that consumers’ perceived transaction and social value of a promotional offer vary depending on promotional allocation schemes. The results also show that familiarity of the brand affects the impact of promotional offer schemes on perceived transaction value, but brand familiarity does not affect the perceived social value of promotional offers. Further, the results show that perceived transaction and social value positively affects intention to share promotional offers. Finally, this study reveal the effects of social value of promotional offers on intention to share promotional offers depends on tie strength.
Overall this study confirms that unlike traditional promotional offers that are typically valid only for the consumers who receive them, promotional offers in branded social media generally encourage consumers to forward the sharable offers to their friends. Consumers tend to evaluate potential benefits and costs not only for themselves, but also for their friends in sharing promotional offers. Thus, identifying factors that affect consumers’ perception of promotional offers and the likelihood of sharing such offers will be useful in advancing the literature of online promotion as well as helpful for managers who are interested in design of promotional offers in branded social media.

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