Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)

Buzeta, Cristian; Pelsmacker, Patrick De; Dens, Nathalie

doi:10.1016/j.intmar.2020.04.004

Cited by 133 publications

(108 citation statements)

References 89 publications

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“…We find in the data that information strategy is typically implemented on Twitter, while involvement (and response) are rather used to communicate on Facebook. This finding is in line with the assumption that different social media channels not only come with different technical capabilities and features but also that they are associated with characteristic engagement experiences and expectations (Buzeta et al 2020). Voorveld et al (2018) found that Facebook is strongly associated with engagement expectations related to social interaction.…”

Section: Limitations and Future Researchsupporting

confidence: 86%

It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

et al. 2021

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This manuscript analyzes start-ups’ usage of different communication strategies (information, response, involvement), their underlying decision logics (effectuation, causation, strategy absence) and respective social media success. A multitude of studies have been published on the decision logics of entrepreneurs as well as on different communication strategies. Decision logics and according strategies and actions are closely connected. Still, research on the interplay between the two areas is largely missing. This applies in particular to the effect of different decision logics and communication models on social media success. Through a combination of case studies with fuzzy-set Qualitative Comparative Analysis this exploratory study demonstrates that different combinations of causal and absence of strategy decision logics can be equally successful when it comes to social media engagement, whereas effectuation is detrimental for success. Furthermore, we find that two-way-communication is essential to create engagement, while information strategy alone cannot lead to social media success. This study provides new insights into the role of decision logics and connects effectuation theory with the communication literature, a field that has been dominated by causal approaches.

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Section: Limitations and Future Researchsupporting

confidence: 86%

It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

et al. 2021

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“…It is established as a factor in eWOM studies (e.g., Hennig-Thurau et al, 2004) and a motive of consumers' brand-related engagement on social media (Buzeta et al, 2020;Muntinga et al, 2011).…”

Section: Brand-related Engagement Types: Consuming Contributing Creatingmentioning

confidence: 99%

“…Social media gives empowerment to consumers to speak about brands and organisations (Bertot et al, 2010) It has been employed as a motive to understand consumers' engagement with brand-related content on social media (Buzeta et al, 2020;Muntinga et al, 2011).…”

Section: Empowerment (Positive and Negative)mentioning

confidence: 99%

“…It refers to economic incentives (Buzeta et al, 2020;Wang and Fesenmaier, 2003), job-related benefits (Nov, 2007) and personal wants (Hars and Ou, 2001). It is associated with extrinsic motivation (Deci and Ryan, 2000) Established as a motivation to understand consumers' brandrelated engagement on social media (Muntinga et al, 2011).…”

Section: Empowerment (Positive and Negative)mentioning

confidence: 99%

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To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites

Yesiloglu

Memery

Chapleo

2021

INTR

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PurposeThis study aims to investigate consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing (to) and creating. Previous research suggests that many brands seek to engage with consumers via communications on social networking sites; however, most focus on quantitative metrics and measurement tools to evaluate such behaviour and so offer limited understanding and guidance. To address this gap, the current study utilises a mixed-method approach to investigate the motivations behind each brand-related engagement type to provide deeper insight into what motivates consumers to engage with brand-related posts on social networking sites. This study also aims to investigate whether the motivations between different engagement types exist and whether these vary between brands and other people's brand-related posts.Design/methodology/approachA two-phase integrated qualitative–quantitative research design was utilised. Twelve semi-structured interviews explored the range of consumers' brand engagement motivations before an online survey (N = 225) identified and confirmed the motivational similarities and differences between the three brand-related engagement types.FindingsDifferent motives influence each brand-related engagement type, bar the “enjoyment” motive, which triggers all three engagement types. Of particular interest is the identification of a new motive for engagement-seeking compensation that influences negative brand-related engagement.Practical implicationsThrough understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement type. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand to enhance their targeting strategies based on consumers' differing motivations within social media channels.Originality/valueThis study contributes a much-needed framework of motivations for brand-related engagement on social media, recognising variations in motivations by type of engagement (consume, contribute (to), create).

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“…Finally, the last dimension of psychological empowerment, impact, refers to the degree to which an individual believes he or she can influence or provoke changes in the outcomes of the organization (Seligman, 1975). The concept of psychological empowerment has also recently been used in the marketing literature to study consumer behavior and relationships with brands, specifically in the contexts of cocreation of innovation (Auh et al, 2019;Fuchs, Prandelli & Schreier, 2010;Füller et al, 2009), health (Prigge, 2015), participation in social media activities (Buzeta, De Pelsmacker & Dens, 2020;Saridakis et al, 2016), and, lately, self-service technologies (Schweitzer & Simon, 2021).…”

Section: Psychological Empowerment and Consumer Participation Involving The Use Of A Smart Meter Psychological Empowerment Frameworkmentioning

confidence: 99%

How a Smart Technology Imposed by an Organization Can Arouse Ambivalent Psychological Empowerment: An Approach Leveraging the Theory of Social Representations

2021

JOP

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The present research applies the conceptual background of psychological empowerment to explore customer cognitions regarding smart technologies, particularly when deployment is imposed by an organization, as well as their impact on the use of the device. We conducted an analysis of the structure of social representations regarding smart meters in France, demonstrating the existence of three patterns of ambivalent psychological empowerment when referring to the dimensions of the construct: forced autonomy (self-determination dimension), symbolic ambivalence of modernity (meaning), and ambivalence of artificial intelligence (impact dimension). Furthermore, the specific ambivalent pattern of the impact dimension of psychological empowerment, relating to artificial intelligence and privacy, seems to negatively influence smart meter use. These results provide important implications for scholars and managers of organizations alike.

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Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)

Cited by 133 publications

References 89 publications

It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

It takes two to tango: the interplay between decision logics, communication strategies and social media engagement in start-ups

To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites

How a Smart Technology Imposed by an Organization Can Arouse Ambivalent Psychological Empowerment: An Approach Leveraging the Theory of Social Representations

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