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Motivation Recipes for Brand-Related Social Media Use: A BooleanfsQCA Approach
Univ Leeds, UK.
Athens Univ Econ & Business, Greece.
Linnéuniversitetet, Ekonomihögskolan (FEH), Institutionen för ekonomistyrning och logistik (ELO).
Univ Leeds, UK.
2016 (engelsk)Inngår i: Psychology & Marketing, ISSN 0742-6046, E-ISSN 1520-6793, Vol. 33, nr 12, s. 1062-1070Artikkel i tidsskrift (Fagfellevurdert) 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.

sted, utgiver, år, opplag, sider
2016. Vol. 33, nr 12, s. 1062-1070
HSV kategori
Forskningsprogram
Ekonomi
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URN: urn:nbn:se:lnu:diva-59034DOI: 10.1002/mar.20940ISI: 000387777000006Scopus ID: 2-s2.0-84995700064OAI: oai:DiVA.org:lnu-59034DiVA, id: diva2:1056852
Tilgjengelig fra: 2016-12-15 Laget: 2016-12-15 Sist oppdatert: 2017-11-29bibliografisk kontrollert

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