Motivation of social media users to engage with brands’ fanpages

This source preferred by Elvira Bolat

Authors: Bolat, E., Kooli, K. and Wright, L.T.

Start date: 11 November 2013

Social media has changed businesses to consumers’ relationships, giving consumers a more active role. Understanding the consumers’ motivations to engage with fanpages is extremely important for businesses. This conceptual in nature paper draw on the Uses and Gratifications approach and on the Elaboration Likelihood Model to investigate factors that motivate social media users to engage with a brand’s fanpage and whether such engagement affects attitude towards a brand. In our conceptual model, we propose central and peripheral processing to moderate the effects of motivation to engage with brand’s fanpage on attitude towards brand. Netnography is suggested to be employed to empirically test conceptual relationships this paper proposes. Finally, potential implications are highlighted.

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