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Motivation Recipes for Brand-Related Social Media Use: A BooleanfsQCA Approach
University of Leeds, UK.
Athens University of Economics and Business, Greece.
Linnéuniversitetet.
University of Leeds, UK.
2016 (English)In: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 33, no 12, 1062-1070 p.Article in journal (Refereed) Published
Abstract [en]

Social media Web sites such as Facebook, Twitter, and Instagram provide various means for users to interact with others, by creating, sharing, and commenting on content about anything, including brands and products. Such online brand-related activities may significantly influence a firm's operations. To effectively manage these influences, marketers should understand consumer's motivations to engage in brand-related social media use. This paper is one of the very few efforts to come to such an understanding. In this direction, a set-theoretic comparative approach is implementednamely, fuzzy set qualitative comparative analysisas a means to capitalize on the merits of both qualitative and quantitative techniques, and provide a more nuanced coverage of how motives and their combinations affect social media use. The results of the proposed approach are compared with the results derived from the implementation of a mainstream quantitative analytical technique (i.e., multiple regression analysis), as well as the results of the qualitative study of Muntinga, Moorman, and Smit ()the only study so far examining different types of brand-related social media use and their motivations. By examining motivations for the full spectrum of social media use types (i.e., consuming, contributing and creating), the paper provides marketers and brand managers with valuable insights into online consumer behavior in a social media dominated era.

Place, publisher, year, edition, pages
2016. Vol. 33, no 12, 1062-1070 p.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:sh:diva-33257DOI: 10.1002/mar.20940ISI: 000387777000006Scopus ID: 2-s2.0-84995700064OAI: oai:DiVA.org:sh-33257DiVA: diva2:1137605
Available from: 2016-12-15 Created: 2017-08-31Bibliographically approved

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Oghazi, Pejvak

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CiteExportLink to record
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