Variations in consumers’ use of brand online social networking

A uses and gratifications approach

Heejin Lim, Archana Kumar

Research output: Contribution to journalArticleResearchpeer-review

2 Citations (Scopus)

Abstract

The purpose of this study is threefold: (1) to identify consumers’ motivations to participate in brand online social networking (BOSN); (2) to examine the effects of BOSN motives on relational outcomes within a community (i.e., BOSN commitment) and at an extended level (i.e., brand attachment); and (3) to examine variations in uses and gratifications of BOSN among diverse groups of BOSN participants. The data were collected by means of a self-administered web-based survey, and samples were drawn from participants of Facebook brand pages. Findings identified information, incentives, entertainment, and connectedness as major BOSN motives. The results showed that gratifications of BOSN participants’ need for entertainment and connectedness predict BOSN commitment, which, in turn, strengthens brand attachment. The results confirmed variations among different groups of participants based on their gender and business types. Implications and limitations are discussed.

Original languageEnglish
Pages (from-to)450-457
Number of pages8
JournalJournal of Retailing and Consumer Services
Volume51
DOIs
StateAccepted/In press - 1 Jan 2017

Fingerprint

Social networking
Entertainment
Connectedness
Brand community
Web-based
Incentives
Facebook

Keywords

  • Brand online social networking
  • Consumer-brand relationships
  • Facebook
  • Online brand community
  • Uses and gratifications

Cite this

@article{def9081789bb47f3a61fcd92175af6eb,
title = "Variations in consumers’ use of brand online social networking: A uses and gratifications approach",
abstract = "The purpose of this study is threefold: (1) to identify consumers’ motivations to participate in brand online social networking (BOSN); (2) to examine the effects of BOSN motives on relational outcomes within a community (i.e., BOSN commitment) and at an extended level (i.e., brand attachment); and (3) to examine variations in uses and gratifications of BOSN among diverse groups of BOSN participants. The data were collected by means of a self-administered web-based survey, and samples were drawn from participants of Facebook brand pages. Findings identified information, incentives, entertainment, and connectedness as major BOSN motives. The results showed that gratifications of BOSN participants’ need for entertainment and connectedness predict BOSN commitment, which, in turn, strengthens brand attachment. The results confirmed variations among different groups of participants based on their gender and business types. Implications and limitations are discussed.",
keywords = "Brand online social networking, Consumer-brand relationships, Facebook, Online brand community, Uses and gratifications",
author = "Heejin Lim and Archana Kumar",
year = "2017",
month = "1",
day = "1",
doi = "10.1016/j.jretconser.2017.10.015",
language = "English",
volume = "51",
pages = "450--457",
journal = "Journal of Retailing and Consumer Services",
issn = "0969-6989",
publisher = "Elsevier Ltd",

}

Variations in consumers’ use of brand online social networking : A uses and gratifications approach. / Lim, Heejin; Kumar, Archana.

In: Journal of Retailing and Consumer Services, Vol. 51, 01.11.2019, p. 450-457.

Research output: Contribution to journalArticleResearchpeer-review

TY - JOUR

T1 - Variations in consumers’ use of brand online social networking

T2 - A uses and gratifications approach

AU - Lim, Heejin

AU - Kumar, Archana

PY - 2017/1/1

Y1 - 2017/1/1

N2 - The purpose of this study is threefold: (1) to identify consumers’ motivations to participate in brand online social networking (BOSN); (2) to examine the effects of BOSN motives on relational outcomes within a community (i.e., BOSN commitment) and at an extended level (i.e., brand attachment); and (3) to examine variations in uses and gratifications of BOSN among diverse groups of BOSN participants. The data were collected by means of a self-administered web-based survey, and samples were drawn from participants of Facebook brand pages. Findings identified information, incentives, entertainment, and connectedness as major BOSN motives. The results showed that gratifications of BOSN participants’ need for entertainment and connectedness predict BOSN commitment, which, in turn, strengthens brand attachment. The results confirmed variations among different groups of participants based on their gender and business types. Implications and limitations are discussed.

AB - The purpose of this study is threefold: (1) to identify consumers’ motivations to participate in brand online social networking (BOSN); (2) to examine the effects of BOSN motives on relational outcomes within a community (i.e., BOSN commitment) and at an extended level (i.e., brand attachment); and (3) to examine variations in uses and gratifications of BOSN among diverse groups of BOSN participants. The data were collected by means of a self-administered web-based survey, and samples were drawn from participants of Facebook brand pages. Findings identified information, incentives, entertainment, and connectedness as major BOSN motives. The results showed that gratifications of BOSN participants’ need for entertainment and connectedness predict BOSN commitment, which, in turn, strengthens brand attachment. The results confirmed variations among different groups of participants based on their gender and business types. Implications and limitations are discussed.

KW - Brand online social networking

KW - Consumer-brand relationships

KW - Facebook

KW - Online brand community

KW - Uses and gratifications

UR - http://www.scopus.com/inward/record.url?scp=85033372361&partnerID=8YFLogxK

U2 - 10.1016/j.jretconser.2017.10.015

DO - 10.1016/j.jretconser.2017.10.015

M3 - Article

VL - 51

SP - 450

EP - 457

JO - Journal of Retailing and Consumer Services

JF - Journal of Retailing and Consumer Services

SN - 0969-6989

ER -