What drives consumers to interact with brands through social media? A motivation scale development study


Enginkaya Erkent E. , Yılmaz H.

2nd International Conference on Strategic Innovative Marketing, Praha, Czech Republic, 13 - 17 September 2013, pp.119-226

  • Publication Type: Conference Paper / Full Text
  • City: Praha
  • Country: Czech Republic
  • Page Numbers: pp.119-226

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.