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Social impact theory: An examination of how immediacy operates as an influence upon social media interaction in Facebook fan pages

Perez-Vega, Rodrigo, Waite, Kathryn, O'Gorman, Kevin (2016) Social impact theory: An examination of how immediacy operates as an influence upon social media interaction in Facebook fan pages. Marketing Review, 16 (3). pp. 299-321. ISSN 1469-347X. (doi:10.1362/146934716X14636478977791) (KAR id:85825)

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https://doi.org/10.1362/146934716X14636478977791

Abstract

This paper proposes that Social Influence Theory is an appropriate approach for understanding social media interaction. More and more, organisations are looking for ways to develop an effective presence in social media to increase awareness, customer satisfaction, sales, and consumer engagement with the brand. The influence of interpersonal interaction upon attitude, beliefs and behaviour has been studied within social psychology. Different forms of immediacy - physical, temporal and social - are theorised as exerting distinct influences upon individual behaviours. This paper reviews the concept of social influence, and introduces social impact theory (SIT) as a conceptual framework to guide research enquiry and inform practice within social media marketing. It examines in detail the concept of immediacy, and indicates how an understanding of immediacy might explain Facebook behaviours.

Item Type: Article
DOI/Identification number: 10.1362/146934716X14636478977791
Subjects: H Social Sciences > HF Commerce > HF5415 Marketing
Divisions: Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business
Depositing User: Rodrigo Perez Vega
Date Deposited: 02 Feb 2021 13:24 UTC
Last Modified: 11 Oct 2021 09:29 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/85825 (The current URI for this page, for reference purposes)
Perez-Vega, Rodrigo: https://orcid.org/0000-0003-1619-317X
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