Is It Appropriate For Us To Post Advertisement At Social Network?

The rise of social network makes doing business through networks of friends a new strategy of marketing.Not only the traditional seller,but also some “real” friends could adopt this way for selling products.However,not everyone are open-minded for doing business with friends.Post advertisement at social network sometimes leads to negative attitude.To achieve a good marketing performance,choosing the suitable object and method are of great importance.Firstly,this study reviewed the relevant literature of friendship,business friendship,role conflict and elaboration likelihood and then proposed several hypotheses on the perspective of role conflict.Taking the receivers of advertisement at social network as the research object,this paper measured their negative attitude and perceived role conflict through questionnaire survey.Then,using statistical software named SPSS 21.0,the hypothesizes are verified through data collection and analysis.In the end,this paper draw conclusion and made management suggestion,meanwhile pointing out the limitations and future directions of the research.The results shows good reliability and validity of the measurement scale.The conclusion are as following: the more alienated friends are,the stronger the role conflict perceived when they receive advertisement at social network,followed with stronger negative attitude;the involvement and “fit” has certain direct negative influence both on perceived role conflict and negative attitude.Therefore,for sellers who want to do marketing through social network,they need to pay more attention to closer friend and choose products of high involvement and high level of “fit”.This study chose an interesting background and enriched the application of role conflict at personal level,which has some practical and marketing meaning.