Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/311510 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Marketing and Consumer Behaviour in Emerging Markets (JMCBEM) [ISSN:] 2449-6634 [Issue:] 1 [Year:] 2020 [Pages:] 49-59
Publisher: 
University of Warsaw, Faculty of Management, Warsaw
Abstract: 
Social media is an important source of product information for many users. Marketing in social media is based not only on building a community around the brand, but social media is used as a way to reach a defined group of users with a marketing message. These users are shown content, including promoted posts, which is to draw their attention, interest and get them to action, i.e. click on the link and read the article promoting an event or product. In this article, we investigated how the different headline wordings (question, traditional, forward referring) affect the desire to read the article. An experiment was conducted on 75 participants, which confirmed that the header has a large effect size. The ANOVA analysis was carried out in two stages, additionally taking into account the importance and general interest in the subject of the article by users. Finally, the possible business implications, limitations, and directions for future research were identified.
Subjects: 
social media promotion
headlines
forward referencing
urge to read
content marketing
JEL: 
D71
A14
D91
L82
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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