Media or message, which is the king in social commerce?: An empirical study of participants' intention to repost marketing messages on social media
作者：
Highlights：
• Participants' perceived utilitarian and hedonic value as the two key mediating mechanisms.
• Two types of perceived values transmit the effects of two types of stimuli on intention to repost a marketing message.
• Informativeness and appealing image capture marketing stimuli.
• Interactivity and social presence capture social media stimuli.
• Marketing stimuli has more salient effects in predicting reposting intention when compared to social media stimuli.
摘要
•Participants' perceived utilitarian and hedonic value as the two key mediating mechanisms.•Two types of perceived values transmit the effects of two types of stimuli on intention to repost a marketing message.•Informativeness and appealing image capture marketing stimuli.•Interactivity and social presence capture social media stimuli.•Marketing stimuli has more salient effects in predicting reposting intention when compared to social media stimuli.
论文关键词：Social commerce,Social media marketing,Perceived utilitarian value,Perceived hedonic value,Reposting intention and behavior
论文评审过程：Received 31 March 2018, Revised 11 October 2018, Accepted 4 December 2018, Available online 5 December 2018, Version of Record 20 December 2018.
论文官网地址：https://doi.org/10.1016/j.chb.2018.12.007
