Website Interactivity-Based Social Marketing and Customer Responses

Dian Zi Shang Wu Xue Kan Scientific Journal of E-Business

SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD | 1

1 2

1. 811

2. 811

S-O-R

S-O-R

Website Interactivity-Based Social Marketing and Customer Responses

Echo Huang1, Yihui Yang

2

1. Department of Information Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811

2. Graduate Institute of Management, National Kaohsiung First University of Science and Technology, Kaohsiung, 811

AbstractMore and more online users participate in social media for brands/products sharing which attracts brands pay particular

attention on social media engagement. Due to the advantages of social media on brand awareness and customer intimacy, brands employ

social media to conduct customer loyalty programs and referral programs. Fruitful studies on customer social media use were found, but

there were few discussions on companies social media engagement. To amend the gap of literature, this study integrates Website

Interactivity, Media Richness Theory and Social Presence Theory to explain company social media engagement and customer responses.

Derived from the two case studies, our findings indicate that interactivity, media richness, and social presence have positive impacts on

customer responses. The connotation of management is proposed in the final section.

Keyword: Social media marketing; Website Interactivity; S-O-R model

1.

Russell Herder and Ethos Business Law (2009)

(PG)

Ford Ray-Ban (Facebook, Twitter, YouTube)

; (PG); Facebook

;(Dell) Twitter (@DellOutlet)

Rosetta (2010) Facebook

(Lefebvre 2007; Clemons 2009; Donald & Michelle 2009;

Andreas &Michael 2010; Yann, McColl & Kitchen 2010)

(Kaye & Emily 2007)(Andreas & Michael 2010)(Donald & Michelle 2008;2009)

S-O-R (Website

Interactivity Theory)

Scientific Journal of E-Business Dian Zi Shang Wu Xue Kan

2 | SJEB Apr. 2012 Vol.1 No.1 PP.1-10 www.sjae.org 2011American V-King Scientific Publishing, LTD

2.

2.1 (Social Media)

Mayfield (2007)Boyd (2008)

Weber(2009)

(conversation)(connectedness)(community)

(Mayfield 2007)

(Boyd &

Ellison, 2007; Mangold & Faulds, 2009)

2.2 (Stimulus)-(Organism)-(Response)

Reynolds Darden (1974) S-O-R ()

S-O-R (stimulusS)(organismO)

(responseR) S-O-R Jiang (2010)

Hsuan Hung (2011)Shin

et. al (2011)Animesh et. al (2011)

Chang Chen (2008)Fiore et. al (2005)

(arousal)(pleasure)(patronize)Eroglu et. al

(2003)(Approach-Avoidance)

S-O-R

-

2.3

(Dholakia, et al., 2000; McMillan & Hwang, 2000; Marcias,

2003; Huang, 2003)(communication) (Mayfield 2007)

(Active Control)(Reciprocal Communication)(synchronicity)(Song & Zinkhan 2008; Jiang et.

al 2010; Kim 2011) (Social presence cue)(Nan et. al

2010; Muhammad et. al 2010)

Nan et. al (2010)

Nan et. al (2010)

Stimulus Organism Response



2.4

Wu (2005) Lustria (2007)

Song & Zinkhan (2008)

Jiang (2010)

Nan et. al (2010)

Fiore et. al (2005)

(arousal)(pleasure)(patronize)Kim (2011)

Muhammad

et. al (2010)

(vividness)(social cue)

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McColl & Kitchen 2010)

Pagani & Charles 2010Shin 2010 S-O-R

(Jiang et. al 2010; Hsuan & Hung 2011;

Chang & Chen 2008; Fiore et. al 2005; Eroglu et. al 2003)(Fiore et. al

2005; Jiang et. al 2010;Nan et. al, 2010; Muhammad et. al 2010)

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Electronic Commerce Research and Application (ECRA), Internet Research, Computer and Human Behaviors(CHB)E-mail: [email protected]

The International Conference on E-Business and E-Government ICEE2011 E-mail: [email protected]

Website Interactivity-Based Social Marketing and Customer Responses

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