Engagement in Interactive Social Media Campaigns: Joint Effects of Social Cause and Monetary Reward
We study the effects of social cause and monetary rewards on consumers' participation in interactive social media campaigns, which ask consumers to create user-generated content (UGC) on behalf of a brand. Through two experiments, we unveil joint effects of social cause and monetary rewards and underlying mechanisms for the effects.
Citation:
Elizabeth Han, Samuel Bond, and Han Zhang (2021) ,"Engagement in Interactive Social Media Campaigns: Joint Effects of Social Cause and Monetary Reward", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 904-904.
Authors
Elizabeth Han, Georgia Tech
Samuel Bond, Georgia Tech
Han Zhang, Georgia Tech
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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