People undertake various brand-related activities on social media that differ in levels of engagement. Companies, however, want to know how to motivate consumers to become involved in the relatively more engaging activities, as such activities are more likely to lead to increased sales. In this article, we focus on activities that are highly engaging (such as writing product reviews) or moderately engaging (such as rating products). Based on self-determination theory, the present research identifies different motivations for engaging in different brand-related activities on social media. We provide evidence indicating that the motivations of self-expression and socializing play primary roles in leading people to participate in highly engaging activities (i.e. creating one's own content online) and in moderately engaging activities (i.e. collaborating with others to contribute to content). These findings have implications for both theory and practice insofar as they specify how to stimulate consumers to perform relatively more engaging brand-related activities on social media.

Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations / Marcati, Alberto; Peluso, A.; Romani, Simona; Leeflang, P. S. H.; Marcati, A.. - In: COMPUTERS IN HUMAN BEHAVIOR. - ISSN 0747-5632. - 75:october(2017), pp. 272-282. [10.1016/j.chb.2017.05.016]

Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations

MARCATI, ALBERTO;ROMANI, SIMONA;
2017

Abstract

People undertake various brand-related activities on social media that differ in levels of engagement. Companies, however, want to know how to motivate consumers to become involved in the relatively more engaging activities, as such activities are more likely to lead to increased sales. In this article, we focus on activities that are highly engaging (such as writing product reviews) or moderately engaging (such as rating products). Based on self-determination theory, the present research identifies different motivations for engaging in different brand-related activities on social media. We provide evidence indicating that the motivations of self-expression and socializing play primary roles in leading people to participate in highly engaging activities (i.e. creating one's own content online) and in moderately engaging activities (i.e. collaborating with others to contribute to content). These findings have implications for both theory and practice insofar as they specify how to stimulate consumers to perform relatively more engaging brand-related activities on social media.
2017
Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations / Marcati, Alberto; Peluso, A.; Romani, Simona; Leeflang, P. S. H.; Marcati, A.. - In: COMPUTERS IN HUMAN BEHAVIOR. - ISSN 0747-5632. - 75:october(2017), pp. 272-282. [10.1016/j.chb.2017.05.016]
File in questo prodotto:
File Dimensione Formato  
deVries et al., 2017.pdf

Solo gestori archivio

Tipologia: Versione dell'editore
Licenza: DRM (Digital rights management) non definiti
Dimensione 434.98 kB
Formato Adobe PDF
434.98 kB Adobe PDF   Visualizza/Apri
Pubblicazioni consigliate

I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.

Utilizza questo identificativo per citare o creare un link a questo documento: https://hdl.handle.net/11385/176182
Citazioni
  • Scopus 85
  • ???jsp.display-item.citation.isi??? 74
social impact