Do social ties matter for purchase frequency? The role of buyers’ attitude towards social media marketing
作者：
Highlights：
• Enrich transaction utility theory by complementing relational utility in social-based social media marketing.
• The social ties between buyers and sellers can be leveraged to promote purchase frequency through relational utility.
• Social ties do not always matter. Its marketing effects are attenuated by buyers' attitude and price segments.
• Suggestions for social media marketing practices and insights for future research are provided.
摘要
•Enrich transaction utility theory by complementing relational utility in social-based social media marketing.•The social ties between buyers and sellers can be leveraged to promote purchase frequency through relational utility.•Social ties do not always matter. Its marketing effects are attenuated by buyers' attitude and price segments.•Suggestions for social media marketing practices and insights for future research are provided.
论文关键词：Relational utility,Purchase frequency,Buyer's attitude,Social media marketing
论文评审过程：Received 23 October 2019, Revised 20 March 2020, Accepted 7 April 2020, Available online 12 April 2020, Version of Record 20 April 2020.
论文官网地址：https://doi.org/10.1016/j.chb.2020.106376
