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

Lisette de Vries*, A.M. Peluso, S. Romani, Pieter Leeflang, A. Marcati

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

57 Citations (Scopus)
116 Downloads (Pure)

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. (C) 2017 Elsevier Ltd. All rights reserved.

Original languageEnglish
Pages (from-to)272-282
Number of pages11
JournalComputers in Human Behavior
Volume75
Issue number10
DOIs
Publication statusPublished - Oct-2017

Keywords

  • Social media
  • Consumer brand-related activities
  • Self-determination theory
  • Motivations
  • WORD-OF-MOUTH
  • PSYCHOLOGICAL NEEDS
  • ENGAGEMENT
  • INTERNET
  • FACEBOOK
  • BEHAVIOR
  • MOTIVES
  • PRODUCT
  • SALES
  • SCALE

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