What influences people to click 'like' on posts of branded content?

• Published in: Journal of strategic marketing Vol. 31; no. 6; pp. 1155 - 1177
• Main Authors: Cheung, Millissa F. Y., To, W. M.
• Format: Journal Article
• Language: English
• Published: London Routledge 18.08.2023; Taylor & Francis Ltd
• Subjects: attractiveness of posts; clicking like; perceived value; Social media; source closeness

Social media is a strategic marketing tool that creates powerful brand communities. This study explores what influences people to click 'Like' on posts of branded content and whether clicking 'Like' motivates people to search for more information on branded products. Using the st...