Advertising on Facebook

Abstract: Facebook’s “Friends of connection” allows marketers to feature Facebookusers’ reactions (e.g., like) to brand-related contents and forward them to their Friends as advertising. The present study experimentally investigated the reaction transfer effect from a Facebook user’s reaction to the user’s friend focusing on the reaction intensity and the level of tie-strength between friends. The results showed that the perceived reaction intensity of Facebook friend and the tie-strength between the user and friend favorably affected the user’s attitude toward brand, purchase intention and viral behavioral intention.

Jooyoung Kim

Related Research

Visual matters: Connecting aesthetic appeal and production quality of photos, infographics and data visualization to credibility of social media posts
Salman Khawar, Yingdan Lu, Yilang Peng, Jiyoung Yeon (Ph.D. student) & Cuihua Shen. (2026). “Visual matters: Connecting aesthetic appeal and production quality of photos, infographics and data visualzation to credibility of social […]

Learn More Learn More about Visual matters: Connecting aesthetic appeal and production quality of photos, infographics and data visualization to credibility of social media posts
“Identifying Ingredients That Make Mental Health Focused Short Videos Engaging: A Content Analysis of Source Type, Content Strategy, and Production Features
Yen-I Lee (PhD Alum), Louise Ying-Chia Hsu, Di Mu, and Yan Jin. (Forthcoming). “Identifying Ingredients That Make Mental Health Focused Short Videos Engaging: A Content Analysis of Source Type, Content […]

Learn More Learn More about “Identifying Ingredients That Make Mental Health Focused Short Videos Engaging: A Content Analysis of Source Type, Content Strategy, and Production Features