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Do Social Networking Fan Page Posts Matter for Corporate Image?: Modified Elaboration Likelihood Model Perspective

Do Social Networking Fan Page Posts Matter for Corporate Image?: Modified Elaboration Likelihood Model Perspective

Soo Il Shin, Dianne J. Hall, Sumin Han, David Paradice, Teresa Lang
Copyright: © 2021 |Volume: 33 |Issue: 6 |Pages: 23
ISSN: 1546-2234|EISSN: 1546-5012|EISBN13: 9781799867494|DOI: 10.4018/JOEUC.20211101.oa17
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MLA

Shin, Soo Il, et al. "Do Social Networking Fan Page Posts Matter for Corporate Image?: Modified Elaboration Likelihood Model Perspective." JOEUC vol.33, no.6 2021: pp.1-23. http://doi.org/10.4018/JOEUC.20211101.oa17

APA

Shin, S. I., Hall, D. J., Han, S., Paradice, D., & Lang, T. (2021). Do Social Networking Fan Page Posts Matter for Corporate Image?: Modified Elaboration Likelihood Model Perspective. Journal of Organizational and End User Computing (JOEUC), 33(6), 1-23. http://doi.org/10.4018/JOEUC.20211101.oa17

Chicago

Shin, Soo Il, et al. "Do Social Networking Fan Page Posts Matter for Corporate Image?: Modified Elaboration Likelihood Model Perspective," Journal of Organizational and End User Computing (JOEUC) 33, no.6: 1-23. http://doi.org/10.4018/JOEUC.20211101.oa17

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Abstract

The purpose of the current study is to examine factors affecting corporate image driven by social networking fan pages on Facebook. Under the modified elaboration likelihood model (ELM), we answer how fan page contributor post quality (FPQ) and source credibility (FPC) influence fan page post informativeness (FPI) and in turn, impact corporate image. We tested the hypotheses by analyzing survey responses using a covariance-based SEM method from 178 respondents who follow at least one company fan page on Facebook. The findings reveal that FPQ and FPC play a salient role in explaining FPI, which, in turn, impacts the corporate image. Our results show that uncertainty about products or services posted on a fan page significantly moderates the relationships among FPQ, FPC, and FPI. Implications and limitations are discussed.