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Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)

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  • Buzeta, Cristian
  • De Pelsmacker, Patrick
  • Dens, Nathalie

Abstract

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.

Suggested Citation

  • Buzeta, Cristian & De Pelsmacker, Patrick & Dens, Nathalie, 2020. "Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)," Journal of Interactive Marketing, Elsevier, vol. 52(C), pages 79-98.
    • Handle: RePEc:eee:joinma:v:52:y:2020:i:c:p:79-98
    DOI: 10.1016/j.intmar.2020.04.004
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