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Title
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Motivations to use different social media types and their impact on consumers' online brand-related activities (COBRAs)
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Author
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Abstract
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| Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content. |
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Language
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English
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Source (journal)
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Journal of interactive marketing. - New York
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Publication
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New York
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2020
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ISSN
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1094-9968
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DOI
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10.1016/J.INTMAR.2020.04.004
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Volume/pages
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52
(2020)
, p. 79-98
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ISI
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000582476600006
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Full text (Publisher's DOI)
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Full text (open access)
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Full text (publisher's version - intranet only)
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