Saridakis, C, Baltas, G, Oghazi, P et al. (1 more author) (2016) Motivation recipes for brand-related social media use: A Boolean–fsQCA approach. Psychology and Marketing, 33 (12). pp. 1062-1070. ISSN 0742-6046
Abstract
Social media websites such as Facebook, Twitter and Instagram provide various means for users to interact with others, by creating, sharing and commenting on content about anything, including brands and products. Such online brand-related activities may significantly influence a firm’s operations. To effectively manage these influences, marketers should understand consumer’s motivations to engage in brand-related social media use. This paper is one of the very few efforts to come to such an understanding. In this direction, a set-theoretic comparative approach is implemented—namely, fuzzy-set qualitative comparative analysis—as a means to capitalize on the merits of both qualitative and quantitative techniques, and provide a more nuanced coverage of how motives and their combinations affect social media use. The results of the proposed approach are compared with the results derived from the implementation of a mainstream quantitative analytical technique (i.e., multiple regression analysis), as well as the results of the qualitative study of Muntinga et al. (2011)—the only study so far examining different types of brand-related social media use and their motivations. By examining motivations for the full spectrum of social media use types (i.e., consuming, contributing and creating), the paper provides marketers and brand managers with valuable insights into online consumer behaviour in a social media-dominated era.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2016 Wiley Periodicals, Inc. This is the peer reviewed version of the following article: Saridakis, C., Baltas, G., Oghazi, P. and Hultman, M. (2016), Motivation Recipes for Brand-Related Social Media Use: A Boolean—fsQCA Approach. Psychol. Mark., 33: 1062–1070. doi: 10.1002/mar.20940; which has been published in final form at https://doi.org/10.1002/mar.20940. This article may be used for non-commercial purposes in accordance with the Wiley Terms and Conditions for Self-Archiving. |
Keywords: | social media use; motivation; content consumption; content contribution; content creation; fuzzy-set qualitative comparative analysis |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 07 Sep 2016 10:33 |
Last Modified: | 11 Nov 2018 01:38 |
Published Version: | https://doi.org/10.1002/mar.20940 |
Status: | Published |
Publisher: | Wiley |
Identification Number: | 10.1002/mar.20940 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:104373 |