Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention

Phua, Joe; Jin, Seung‐A Annie; Kim, Jihoon

doi:10.1016/j.tele.2016.06.004

Cited by 390 publications

(327 citation statements)

References 49 publications

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“…The fact that the message source is a hotel customer makes interaction more frequent and facilitates the development of stronger company-customer ties. In such cases, the message sender acts as a strong reference element and identification is facilitated (Phua et al, 2017). Thus, we propose that CSR communication generated by customers reinforces the impact of CSR messages and customer trust on CCI more than FGC messages:…”

Section: Engaging Customersmentioning

confidence: 96%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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Purpose This study aims to analyze the role of corporate social responsibility (CSR) customer perceptions, customer–company identification and customer trust on customer engagement (CE), paying special attention to the moderating effects of two types of social media communication, firm-generated content and user-generated content. Design/methodology/approach The study uses a mixed-methods’ approach. First, a single-factor experiment using Twitter posts as stimuli with 227 hotel guests. The structural model was analyzed using SmartPLS 3.2.7. Second, structured in-depth interviews were undertaken with three hotel industry experts to complement the conclusions of the quantitative study. Findings The results show that when a customer trusts a hotel and identifies with its corporate values, CSR tweets generate CE toward the hotel. CSR communications made by customers reinforce the impact of CSR tweets on customer trust more than CSR tweets posted by hotels. Hotel industry experts give insights to explain these results in different types of hotels. Practical implications CSR communications made through Twitter affect customers’ perceptions of a hotel’s CSR activities and customer trust in hotels, especially if they originate from a source external to the company. This result can be of use for hotel managers who have not previously given importance to active CSR communications or the interactivity of social media. Originality/value The authors show the moderating effect of user-generated content in the relationship between CSR customer perceptions and customer trust, thus contributing to the research into the effectiveness of social media. They use a mixed-methods’ approach to increase the validity of the results.

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Section: Engaging Customersmentioning

confidence: 96%

Engaging customers through user-and company-generated content on CSR

Badenes-Rocha

Mafé

Bigné

2019

SJME

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“…Consumers and customers: Social media platforms have become hubs for consumers and customers to seek information about brands, products, and services, rate them, and communicate their experience with these products [13]. By following a brand's social media account, consumers may subscribe to the latest updates and discounts shared by the brands [50]. Consumers also use social media to recount their consumption choices and sometimes to complain about a product or service [6].…”

Section: Expected Stakeholders On Twittermentioning

confidence: 99%

Who is Influencing the #GDPR Discussion on Twitter: Implications for Public Relations

Gruzd

Abul-Fottouh

Mashatan

2020

Proceedings of the Annual Hawaii International Conference on System Sciences

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On May 25, 2018, the European Union (EU) implemented the General Data Protection Regulation (GDPR) to protect individuals' privacy and data. This regulation has far-reaching implications as it applies to any organization that deals with data of EU residents. By studying the discussion about this regulation on Twitter, our goal is to examine public opinions and organizational public relations (PR) strategies about GDPR. The results show that the regulation is being actively discussed by a variety of stakeholders, but especially by cybersecurity and IT-related firms and consultants. At the same time, some of the stakeholders that were expected to have a more active role were less involved, including companies that store or process personal data, government and regulatory bodies, mainstream media, and academics. The results also show that the stakeholders mostly have one-way rather than two-way communication with their audiences, thus fulfilling the rhetorical than relational function of PR.

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“…Hartmann et al (2017) expose in their study of Millennial and brands in social media, that use is based on experiences, entertainment, information and participation. On the other hand, Snapchat reflected higher levels by spending time, sharing and improving social knowledge (Phua et al, 2017). It is even established that the social environment significantly impacts the use of social networks (Song and Yoo, 2016;Elefant, 2011;Pelet et al, 2017;Wang et al, 2013).…”

Section: Use and Gratificationsmentioning

confidence: 99%

Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase

Dones¹,

Flecha²,

Corrada³

et al. 2018

Esic Market

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This research examines data on 454 participants from the millennial generation. Through the theory of uses and gratifications, the researchers analyze how content strategies employed by the Snapchat impact the use and sharing of content. In addition, motivations for impulsive purchases are analyzed. This exploratory study uses quantitative methodology through an applied survey. The researchers make use of partial least squares structural equations (SMART-PLS). The results contribute to the theory through the identification of gratification factors such as interaction, relationship management, purchase savings, information, interactivity, easy access to content, distraction, creativity, fun and dynamism.

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Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention

Cited by 390 publications

References 49 publications

Engaging customers through user-and company-generated content on CSR

Engaging customers through user-and company-generated content on CSR

Who is Influencing the #GDPR Discussion on Twitter: Implications for Public Relations

Millennial Consumers: Gratifications through the use of Snapchat and its impact on impulsive motivations of purchase

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