Fostering brand–consumer interactions in social media: the role of social media uses and gratifications

YS Qin - Journal of Research in Interactive Marketing, 2020 - emerald.com
Journal of Research in Interactive Marketing, 2020emerald.com
Purpose An increasing number of brands are using algorithms to embed brand-related
content to targeted consumers' social media pages. This paper aims to analyze how do
consumers' motives of using social media in general influence their potential brand–
consumer interactions and the following branding outcomes. To examine this, this study
selected Facebook as the social media platform and Nike as the brand to conduct an online
survey experiment to examine the effects of social media usage motives on consumers' …
Purpose
An increasing number of brands are using algorithms to embed brand-related content to targeted consumers’ social media pages. This paper aims to analyze how do consumers’ motives of using social media in general influence their potential brand–consumer interactions and the following branding outcomes. To examine this, this study selected Facebook as the social media platform and Nike as the brand to conduct an online survey experiment to examine the effects of social media usage motives on consumers’ interactions with the brand in social media.
Design/methodology/approach
An online survey experiment using Nike’s Facebook page as the stimuli was conducted to analyze the interactions between consumers and a specific brand’s social media page in a natural setting. Data were collected in the USA via Amazon’s Mechanical Turk (MTurk).
Findings
This study demonstrated that brand–consumer interactions, both content-consumption and content-contribution intentions, can be fostered by certain motives of using social media: information-seeking and self-identity. This study also suggested that content-consumption behavior has significant associations with consumers’ positive attitudes toward the brand’s social media pages, while content-contribution behavior does not show significant effects.
Originality/value
This study provides new insights about how consumers’ general motives of social media usage influence their intentions to interact with the brand in social media from two levels (i.e. content-consumption and content-contribution).
Emerald Insight
以上显示的是最相近的搜索结果。 查看全部搜索结果