Journal of business research

Topic Persuasive messages, popularity cohesion, and message

diffusion in social media marketing
Ques 1 What is the paper actually about ?
Ans: The use of social media has really increased a lot so it has become an effective way for
marketing. This journal studies that how the popularity, attractiveness of any post and its
argument quality will effect the internet users. What will encourage them to like and share the
messages. This research develops thesis on the basis of a fan page that analyses that how
articles affect like and share intention of the users. It gives guidance on how marketing on
social media can be made more effective.
Ques 2 What are the key issues that are addressed ?
Ans: The basic key issues addressed in this research include
How social media marketing convinces the internet users to spread the messages and
reach popular cohesion
What effect the argument quality, content of the post its popularity and preferences
will have on the social media users
In what way persuasive messages can effect users and create keenness in them to
respond to those messages
What will make the users like the posts and share them. What factors effects all these
things
Ques 3 What research methods have been used and how appropriate and effective was the
approach for the purpose?
Ans: In order to do the research a fan page names icook was used. It examined that how fans
will respond to every post and what is their intention of liking and sharing a post. A
questionnaire was used to know the response of the fans.
For the research methodology measurement and structural model was used.
In measurement model confirmatory factor analysis was made which is a special form of
factor analysis commonly used in social research. I think it was a very appropriate approach
used for research. There was a low correlation between the measure of interest and other
concepts which proves discriminant validity.
The other method was structural model which showed that how popularity affects usefulness
and usefulness affects share intention. So this again was a very affective approach used.
Ques 4. What are the findings and how do they relate to the work that has been cited ?
Ans: According to the research made the importance and the usefulness of the posts affects
the share intention of the users. If there is high relative significance then users are more likely
to share the posts but if there is low relative significance then they are more likely to just like
the posts. The more useful the posts are to the users the more they will share them and read
them again.
Ques 5 What are the limitations of the research ?
Ans: The main limitation of this research is that they have conducted the research for fans of
only one fan page. There are a lot many different types of fan pages which should have been
considered. This research lacks diversity. They should have used fan pages across different

countries and fan pages of different individuals. The thesis of this research is based on only
one fan page and an online questionnaire which leaves the research incomplete.
Ques 6 Are there any issues that have not been addressed fully that need further research ?
Ans: Further research should consider different types of fan pages from different countries
and it should not be dependent on online questionnaire. It should explore the intention and
response of fans towards posts and different pages and then analyse accordingly.
Ques 7 What are the practical implications of the research findings ?
Ans:
The popularity of the post can persuade both high and low elaboration groups so
managers should use famous individuals with connections to the topic to promote
marketing.
Results show that usefulness of posts effects fan behaviours so managers should post
useful information and share their thoughts and arrange online activities.
Marketing managers should plan out the way of their marketing according to the
profile of their fans.
They should make their posts admirable and appealing in order to attract more fans