The drivers of user responses to social media campaigns: A field study

Abstract

This research examines the influence of the social media campaign characteristics on the Jordanian student’s responses. A quantitative approach was used to develop an integrated model of the factors enhancing participants responses to these campaigns from a purposive sample of Jordanian students (N = 400). In this study, the main characteristics of SM campaigns were found to have a statistically significant effect on customers’ responses, in addition to a strong effect for demographic characteristics.