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

Journal of Research in Interactive Marketing - Tập 14 Số 3 - Trang 337-354 - 2020
Yufan Sunny Qin1
1Department of Public Relations, College of Journalism and Communications, University of Florida, Gainesville, Florida, USA

Tóm tắt

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).

Từ khóa


Tài liệu tham khảo

1991, The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50, 179, 10.1016/0749-5978(91)90020-T

1987, Student motives for watching soap operas, Journal of Broadcasting and Electronic Media, 31, 309, 10.1080/08838158709386666

2001, Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming

2008, Why youth (heart) social network sites: the role of networked publics in teenage social life, Youth, Identity, and Digital Media, 119, 2007

Brachten, F., Mirbabaie, M., Stieglitz, S., Berger, O., Bludau, S. and Schrickel, K. (2018), “Threat or opportunity? Examining social bots in social media crisis communication”, paper presented at Australasian Conference on Information Systems, Sydney.

2006, Audience experiences of media context and embedded advertising: a comparison of eight media, International Journal of Market Research, 48, 81, 10.1177/147078530604800106

2011, Implicit self-esteem: nature, measurement, and a new way forward, Journal of Personality and Social Psychology, 100, 365, 10.1037/a0021341

2010, Structural Equation Modeling with AMOS: Basic Concepts, Applications, and Programming, 2nd ed

2009, An experimental study of the relationship between online engagement and advertising effectiveness, Journal of Interactive Marketing, 23, 321, 10.1016/j.intmar.2009.07.002

2009, Proactive postsales service: when and why does it pay off?, Journal of Marketing, 73, 70, 10.1509/jmkg.73.2.70

2009, Motivators for the intention to use mobile TV: a comparison of South Korean males and females, International Journal of Advertising, 28, 147, 10.2501/S0265048709090477

2015, The role of fashion brand authenticity in product management: a holistic marketing approach, Journal of Product Innovation Management, 32, 233, 10.1111/jpim.12175

2012, Popularity of brand posts on brand fan pages: an investigation of the effects of social media marketing, Journal of Interactive Marketing, 26, 83, 10.1016/j.intmar.2012.01.003

2014, Advancing warranting theory, Communication Theory, 24, 186, 10.1111/comt.12033

1992, Accessibility and stability of predictors in the theory of planned behavior, Journal of Personality and Social Psychology, 63, 754, 10.1037/0022-3514.63.5.754

1987, The 1985 Philadelphia newspaper strike: a uses and gratifications study, Journalism Quarterly, 64, 679, 10.1177/107769908706400401

2007, The benefits of Facebook ‘friends’: social capital and college students’ use of online social network sites, Journal of Computer-Mediated Communication, 12, 1143, 10.1111/j.1083-6101.2007.00367.x

Facebook (2018), “Company info”, available at: https://newsroom.fb.com/company-info/

2016, Branding with social media: user gratifications, usage patterns, and brand message content strategies, Computers in Human Behavior, 63, 868, 10.1016/j.chb.2016.06.022

1998, Relational benefits in services industries: the customer’s perspective, Journal of the Academy of Marketing Science, 26, 101, 10.1177/0092070398262002

2011, Seeding strategies for viral marketing: an empirical comparison, Journal of Marketing, 75, 55, 10.1509/jm.10.0088

1992, The Social Psychology of Group Cohesiveness: From Attraction to Social Identity

2013, The impact of user interactions in social media on brand awareness and purchase intention: the case of MINI on Facebook, Journal of Product and Brand Management, 22, 342, 10.1108/JPBM-05-2013-0299

InSite Consulting (2011), “Social media around the world 2011”, available at: www.slideshare.net/stevenvanbelleghem/social-media-around-the-world-2011/2-What_to_expect_from_thispresentation20

2007, Mobile media use and its impact on consumer attitudes towards mobile advertising, International Journal of Mobile Marketing, 2, 50

2010, Users of the world, unite! The challenges and opportunities of social media, Business Horizons, 53, 59, 10.1016/j.bushor.2009.09.003

2017, Social media engagement: what motivates user participation and consumption on YouTube?, Computers in Human Behavior, 66, 236, 10.1016/j.chb.2016.09.024

1981, A categorized list of motivation definitions with a suggestion for a consensual definition, Motivation and Emotion, 5, 263, 10.1007/BF00993889

2005, Internet uses and gratifications: a structural equation model of interactive advertising, Journal of Advertising, 34, 57, 10.1080/00913367.2005.10639191

2015, Enhancing consumers' affection for a brand using product design, Journal of Product Innovation Management, 32, 716, 10.1111/jpim.12245

2014, Fostering consumer–brand relationships in social media environments: the role of parasocial interaction, Journal of Interactive Marketing, 28, 134, 10.1016/j.intmar.2013.12.003

2011, Kids these days: examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age, American Behavioral Scientist, 55, 749, 10.1177/0002764211398091

1948, The Communication of Ideas

2015, The marketing effectiveness of social media in the hotel industry: a comparison of Facebook and Twitter, Journal of Hospitality and Tourism Research, 39, 147, 10.1177/1096348012471381

2010, Understanding Twitter usage: what drive people continue to tweet, Pacis, 92, 928

1983, Attitude toward the ad as a mediator of advertising effectiveness: determinants and consequences, Advances in Consumer Research, 10, 532

1983, Mass Communication Theory

1992, Alumni and their alma mater: a partial test of the reformulated model of organizational identification, Journal of Organizational Behavior, 13, 103, 10.1002/job.4030130202

2010, Media placement versus advertising execution, International Journal of Market Research, 52, 217, 10.2501/S1470785309201181

2013, Credibility and trust of information in online environments: the use of cognitive heuristics, Journal of Pragmatics, 59, 210, 10.1016/j.pragma.2013.07.012

2011, Introducing COBRAs: exploring motivations for brand-related social media use, International Journal of Advertising, 30, 13, 10.2501/IJA-30-1-013-046

2007, What motivates Wikipedians?, Communications of the ACM, 50, 60, 10.1145/1297797.1297798

2014, Inside the turk: understanding mechanical turk as a participant Pool, Current Directions in Psychological Science, 23, 184, 10.1177/0963721414531598

2000, Predictors of internet use, Journal of Broadcasting and Electronic Media, 44, 175, 10.1207/s15506878jobem4402_2

2009, Being immersed in social networking environment: Facebook groups, uses and gratifications, and social outcomes, Cyberpsychology and Behavior, 12, 729, 10.1089/cpb.2009.0003

2009, The theory of planned behavior applied to young people's use of social networking web sites, CyberPsychology and Behavior, 12, 755, 10.1089/cpb.2009.0109

Pew Research Center’s Journalism Project (2012), “State of the news media 2012”, available at: http://stateofthemedia.org/files/2012/08/2012_sotm_annual_report.pdf

2016, Explicating the ‘like’ on Facebook brand pages: the effect of intensity of Facebook use, number of overall ‘likes’, and number of friends’ ‘likes’ on consumers’ brand outcomes, Journal of Marketing Communications, 22, 544, 10.1080/13527266.2014.941000

2018, Investigating the role of identification for social networking Facebook brand pages, Computers in Human Behavior, 84, 141, 10.1016/j.chb.2018.01.033

2018, Benefits of Facebook fan/brand page marketing and its influence on relationship commitment among generation Y: empirical evidence from Malaysia, Telematics and Informatics, 35, 1980, 10.1016/j.tele.2018.07.002

2013, A mixed-method approach to examining brand-consumer interactions driven by social media, Journal of Research in Interactive Marketing, 7, 295, 10.1108/JRIM-01-2013-0009

2002, Media Effects: Advances in Theory and Research

2000, Uses and gratifications theory in the 21st century, Mass Communication and Society, 3, 3, 10.1207/S15327825MCS0301_02

2016, Social media interaction, the university brand and recruitment performance, Journal of Business Research, 69, 3096, 10.1016/j.jbusres.2016.01.025

2009, Understanding the appeal of user-generated media: a uses and gratifications perspective, Internet Research, 19, 7, 10.1108/10662240910927795

2010, Lead user participation in brand community: the case of Microsoft MVPs, International Journal of Electronic Business Management, 8, 311

2009, Symbolic meaning integration in design and its influence on product and brand evaluation, International Journal of Design, 3, 19

2012, Communication processes in participatory websites, Journal of Computer-Mediated Communication, 18, 2, 10.1111/j.1083-6101.2012.01592.x

2002, Cues filtered out, cues filtered in, Handbook of Interpersonal Communication, 3, 529

2011, What signal are you sending? How website quality influences perceptions of product quality and purchase intentions, MIS Quarterly, 35, 373, 10.2307/23044048

2013, Why people use social media: a uses and gratifications approach, Qualitative Market Research: An International Journal, 16, 362, 10.1108/QMR-06-2013-0041

1994, Mass Media Research: An Introduction

2008, The faces of Facebookers: investigating social enhancement and social compensation hypotheses; predicting Facebook™ and offline popularity from sociability and self‐esteem and mapping the meanings of popularity with semantic networks, Journal of Computer-Mediated Communication, 14, 1, 10.1111/j.1083-6101.2008.01429.x

Thông tin
Thông tin xuất bản

Journal of Research in Interactive Marketing

Tập 14 Số 3

337-354

Thông tin tác giả