To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites
Authors: Yesiloglu, S., Memery, J. and Chapleo, C.
Pages: 1849-1873
DOI: 10.1108/INTR-01-2020-0038
Abstract:Purpose: This 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/approach: A 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. Findings: Different 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 implications: Through 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/value: This 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).
https://eprints.bournemouth.ac.uk/30263/
https://eprints.bournemouth.ac.uk/35440/
Source: Scopus
To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites
Authors: Yesiloglu, S., Memery, J. and Chapleo, C.
Pages: 1849-1873
DOI: 10.1108/INTR-01-2020-0038
https://eprints.bournemouth.ac.uk/30263/
https://eprints.bournemouth.ac.uk/35440/
Source: Web of Science (Lite)
To post or not to post: examining motivations of brand/product-related engagement types on social networking sites.
Authors: Yesiloglu, S.
Conference: Bournemouth University, Faculty of Management
Abstract:At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage.
A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method.
The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing.
https://eprints.bournemouth.ac.uk/30263/
https://eprints.bournemouth.ac.uk/35440/
Source: Manual
To post or not to post? Examining motivations of brand related engagement types on social networking sites
Authors: Yesiloglu, S., Memery, J. and Chapleo, C.
Pages: 1849-1873
Abstract:This study investigates 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 investigates 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 aim to investigate the motivations between different engagement types exist, and whether these vary between brands and other people’s brand-related posts. A 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. Results indicate each brand-related engagement type is influenced by different motives, 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. Through understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement types. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand in order to enhance their targeting strategies based on consumers’ differing motivations within social media channels. This 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).
https://eprints.bournemouth.ac.uk/30263/
https://eprints.bournemouth.ac.uk/35440/
Source: BURO EPrints
To post or not to post: examining motivations of brand/product-related engagement types on social networking sites.
Authors: Yesiloglu, S.
Conference: Bournemouth University
Pages: ?-? (347)
Abstract:At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage. A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method. The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing.
https://eprints.bournemouth.ac.uk/30263/
https://eprints.bournemouth.ac.uk/35440/
Source: BURO EPrints