The drivers of user responses to social media campaigns: a field study
by Rand Al-Dmour; Zaid Obeidat
International Journal of Electronic Business (IJEB), Vol. 15, No. 2, 2020

Abstract: This research examines the influence of the social media campaign characteristics on the Jordanian student's responses. A quantitative approach was used to develop an integrated model of the factors enhancing participants responses to these campaigns from a purposive sample of Jordanian students (N = 400). In this study, the main characteristics of SM campaigns were found to have a statistically significant effect on customers' responses, in addition to a strong effect for demographic characteristics.

Online publication date: Thu, 09-Apr-2020

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