What Drives Consumers to Interact with Brands through Social Media? A Motivation Scale Development Study

By Ebru Enginkaya, Hakan Yılmaz. 2014

129 citations recorded by the source corpus.

Abstract Online platforms and social networks directly influence the consumer-brand relationship. Consumption behaviours evolve in this connective world as a vital part of individuals’ self-concept whereas social identities come into prominence through these online platforms. Brands, offering identity extensions and symbolic values to their customers and seeking visibility over social networks, try to create interaction and engagement with consumers via their online presence. This study was conducted to explore consumers’ motivations to interact with and/or about the brands on social media and to develop a related scale. Findings of exploratory and confirmatory analyses revealed five distinct motivation factors; “Brand Affiliation”, “Investigation”, “Opportunity Seeking”, “Conversation”, and “Entertainment”. Comparison of these motivations and their relevancy with the consumer behaviour literature was discussed.

Subfields: Marketing, Sociology and Political Science

View Paper: https://www.semanticscholar.org/paper/6905707b4d1025222ce9c1800720c3ef18770cb5

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In Sociology and Political Science

Citations in the corpus

Social media in marketing: A review and analysis of the existing literature (2017, background): “…studies have been published in the year of 2016; 2015; and 2014 respectively (i.e. Jung et al., 2016; Lee et al., 2016; McCaughey et al., 2016; Rejón-Guardia et al., 2016; Enginkaya and Yılmaz, 2014; Kim and Ko, 2012; Saboo et al., 2016; Saboo et al., 2015; Filo et al., 2015; Dwivedi et al., 2015).”
On the relationship between consumer-brand identification, brand community, and brand loyalty (2018, background): “These communities constitute new marketing research tools, since marketers can harvest reliable information about who consumers are and gain insights on various aspects of their everyday lives including lifestyles, needs, desires and consumption expectations (Bagozzi and Dholakia, 2002; Brogi, 2014;”