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The mechanism leads to successful clickbait promotion in WeChat social media platforms
Liu, Matthew Tingchi1; Xue, Jin3,4; Liu, Yongdan2
2021-10-18
Source PublicationAsia Pacific Journal of Marketing and Logistics
ABS Journal Level1
ISSN1355-5855
Volume33Issue:9Pages:1952-1973
Abstract

Purpose: This study aims to examine how the clickbait headlines influence the perceived source credibility, subjective norm, perceived benefit and purchasing intention of customers on social commerce through social media platforms in different interpersonal relationship strength scenarios. Design/methodology/approach: A total of three studies were employed online to test the hypotheses. Study 1 used a single-factor, two-condition (clickbait: yes vs no) between-subject design. Both study 2 and study 3 employed a 2 (clickbait: yes vs no) × 2 (relationships: close friend vs stranger) between-subject design. All data were sourced randomly from 729 respondents in China. Data and models were analyzed by using SPSS and Mplus. Findings: Study 1 illustrated that clickbait has a negative effect on perceived credibility and purchase intention, and the perceived credibility mediated the relationship between clickbait and purchase intention. Study 2 replicated such finding and demonstrated that the interpersonal relationship strength interacts with the influence from clickbait to purchase intention. Study 3 enhanced the mechanism of source credibility found in the above studies and further revealed that perceived benefit and perceived norm had a mediating role in the purchase-making process online. Originality/value: Research efforts to date concentrate on how to detect and reduce clickbait headlines. This paper adopts a different perspective, considering the consequences of clickbait in the marketing domain. This study reveals the effects of clickbait on purchase intention and the mechanism behind this process under different scenarios.

KeywordClickbait E-commerce Relationship Quality Social Media Source Credibility
DOI10.1108/APJML-08-2020-0562
URLView the original
Indexed BySSCI
Language英語English
WOS Research AreaBusiness & Economics
WOS SubjectBusiness
Scopus ID2-s2.0-85102493578
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Citation statistics
Cited Times [WOS]:9   [WOS Record]     [Related Records in WOS]
Document TypeJournal article
CollectionFaculty of Business Administration
Corresponding AuthorLiu, Yongdan
Affiliation1.University of Macau, Taipa, Macao
2.Business School, Central South University, Changsha, China
3.University of Macau, Taipa, Macao
4.Suzhou Institute of Trade and Commerce, Suzhou, China
First Author AffilicationUniversity of Macau
Recommended Citation
GB/T 7714
Liu, Matthew Tingchi,Xue, Jin,Liu, Yongdan. The mechanism leads to successful clickbait promotion in WeChat social media platforms[J]. Asia Pacific Journal of Marketing and Logistics,2021,33(9):1952-1973.
APA Liu, Matthew Tingchi,Xue, Jin,&Liu, Yongdan.(2021).The mechanism leads to successful clickbait promotion in WeChat social media platforms.Asia Pacific Journal of Marketing and Logistics,33(9),1952-1973.
MLA Liu, Matthew Tingchi,et al."The mechanism leads to successful clickbait promotion in WeChat social media platforms".Asia Pacific Journal of Marketing and Logistics 33.9(2021):1952-1973.
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