Consumer motivations to disclose information and participate in commercial activities on Facebook

Abstract

The prevalence of social media use has significantly expanded the landscape of marketing communication and brand community management. Currently, various international brand players are beginning to develop ways of communicating with their customers on social media. This study focuses on the marketing applications of social media by examining the key motivations influencing the disclosure of personal information and participation in commercial activities of Facebook users in Hong Kong. The 566 responses were analyzed using descriptive statistics, reliability analysis and structural equation modeling. The results support most of our hypotheses, suggesting that perceived convenience of maintaining relationships, enjoyment of activities, self-presentation, social presence, and perceived risks of privacy invasion have significant impacts on users' self-disclosure on Facebook and participation in commercial activities. The findings contribute to the literature on internet consumer behavior and have implications for the use of social media tools in marketing.

Promoting Physics-Entrepreneurship Via Facebook: A Thematic Study

“…This study also emphasizes the previous research that showed the students who contributed as a group member has a significant effect on the abilities to generate a more significant number and more innovative business ideas (Karimi, Biemans, Lans, Aazami, & Mulder, 2016). Indeed, Ng (2014) summarized some motivation among participation of commercial activities on FB: the convenience of maintaining a relationship, information benefits, and enjoyment, risks of privacy invasion, self-presentation, and social presence.…”

Analisis Pengaruh Pemasaran Media Sosial Terhadap Minat Beli Produk Online Dengan Manajemen Hubungan Pelanggan Dan Ekuitas Merek Sebagai Variabel Mediasi

“…Selain itu, beberapa peneliti menunjukkan bahwa pemasaran media sosial mempengaruhi preferensi merek, harga premium, loyalitas, dan ekuitas merek (Godey et al, 2016). Pembahasan lain juga telah mengemukakan bahwasanya pemasaran media sosial dan periklanan menjadikan pengguna media sosial lebih cenderung mencari informasi tentang merek yang pada akhirnya perilaku ini akan memengaruhi minat beli (Chu, Kamal, & Kim, 2013;Muk, Chung, & Kim, 2014;Ng, 2014).…”

İşletmelerin Facebook Sayfalarında Kullandıkları Kurumsal İletişim Stratejileri ve Tüketicilerin Bu Sayfaları Takip Etme Güdüleri

“…2014 yılında yapılan bir araştırmaya göre, Ng (2014) de Facebook işletme sayfalarının %82'sinin aktif olmadığını ve bu sayfalardaki konuşmaların %90'dan fazlasının yanıtlanmadığının altını çizmektedir ve bu sonuçların işletmelerin Facebook kullanıcılarıyla etkileşim yaratabilmek için Facebook'u nasıl doğru kullanacaklarını hala anlamaya çalıştıklarını gösterdiğini ileri sürmektedir (Ng, 2014: 366). Sosyal medya platformlarını kullanan müşterilerin %32'si hafta içi çalışma saatlerinde işletmelerden 30 dakika içerisinde bir yanıt beklemektedir; bununla birlikte, müşterilerin %57'si geceleri ve hafta sonları da aynı zaman süresinde yanıt almak istemektedir (Morgan, 2016).…”