From Clicks to Behaviors: The Mediating Effect of Intentions to Like, Share, and Comment on the Relationship Between Message Evaluations and Offline Behavioral Intentions

Abstract

Advertisers and marketers are heavily investing in social media marketing in the hope that online engagement will lead to offline behaviors, however the likelihood of the success of this tactic is yet to be fully explored. The current study reports results of four experiments that investigate how the attitude–behavioral intentions relationship is mediated by intentions to like, share, and comment on persuasive social media. The results are mixed with regard to this mediating effect. Findings are discussed in relation to redefining persuasion models within the context of the new media environment and in relation to practical implications of valuing online behaviors.

Keywords:

• persuasion
• virality
• engagement
• offline behaviors
• attitudes
• likes
• shares
• comments