Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.
Bibliographical noteFunding Information:
The first author was financially supported by the National Agency for Research and Development (ANID)/Scholarship Program/DOCTORADO BECAS CHILE/2017 – 72180395 doctoral grant.
The first author was financially supported by the National Agency for Research and Development (ANID)/Scholarship Program/DOCTORADO BECAS CHILE/2017 ? 72180395 doctoral grant.
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- Consumer-brand engagement
- Consumers' online brand-related activities
- Social media
- Social media types
- Uses and gratifications