IDEAS home Printed from https://ideas.repec.org/a/aif/journl/v5y2021i4p20-29.html

Understanding Motivations Underlying Consumers' Social Media Usage: Implications for Digital Marketing Executives

Author

Listed:
  • Idris Bhuiya Akil

    (School of Statistics, Zhejiang Gongshang University, Hangzhou, China)

  • Nguyen Thi Hong

    (School of Economics, Zhejiang Gongshang University, Hangzhou, China)

Abstract

The aim of this conceptual paper is to analyze and evaluate the important impetuses for consumers to use social media platforms. The study has made use of a conceptual model for elucidating the motivations for social media usage and what implications they have for contemporary businesses as they plan for the social media marketing strategies. An attempt has been made to come up with an effective platform where contemporary businesses would be able to design digital marketing strategies for taking advantage of social media as well as the unique ability offered by social media of generating one on one consumer relationship, targeting and engagement. For this purpose, 4C’s model (Connecting, Creating, Consuming, and Controlling) has been employed in order to put forward six major propositions pertaining to the different aspects in which motivations of consumers are driving them towards accomplishing their social media goals. Moreover, contemporary business scenarios have been utilized for validating all propositions. Further, these precise propositions intend to provide tools and insights for social media marketing managers of contemporary businesses as they evolve in and figure out the specific strategies to connect with their potential as well as existing consumers.

Suggested Citation

  • Idris Bhuiya Akil & Nguyen Thi Hong, 2021. "Understanding Motivations Underlying Consumers' Social Media Usage: Implications for Digital Marketing Executives," International Journal of Science and Business, IJSAB International, vol. 5(4), pages 20-29.
    • Handle: RePEc:aif:journl:v:5:y:2021:i:4:p:20-29
    as

    Download full text from publisher

    File URL: https://ijsab.com/wp-content/uploads/703.pdf
    Download Restriction: no
    File URL: https://ijsab.com/volume-5-issue-4/3691
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Lorenzon, Kristian, 2013. "Creating meaningful customer experiences and campaigns in social media: Case study of O2 (Telefónica UK)," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 1(1), pages 32-38, May.
    2. Thomas Martin Key & Terry Clark & OC Ferrell & David W. Stewart & Leyland Pitt, 2020. "Marketing’s theoretical and conceptual value proposition: opportunities to address marketing’s influence," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 151-167, December.
    3. Singh, Akshit & Shukla, Nagesh & Mishra, Nishikant, 2018. "Social media data analytics to improve supply chain management in food industries," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 114(C), pages 398-415.
    4. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    5. Beth L. Fossen & David A. Schweidel, 2017. "Television Advertising and Online Word-of-Mouth: An Empirical Investigation of Social TV Activity," Marketing Science, INFORMS, vol. 36(1), pages 105-123, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Onofrei, George & Filieri, Raffaele & Kennedy, Lorraine, 2022. "Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors," Journal of Business Research, Elsevier, vol. 142(C), pages 100-112.
    2. Agnès Helme-Guizon & Fanny Magnoni, 2019. "Consumer brand engagement and its social side on brand-hosted social media: how do they contribute to brand loyalty?," Post-Print hal-03591683, HAL.
    3. Ndhlovu, Thinkwell & Maree, Tania, 2022. "Consumer brand engagement: Refined measurement scales for product and service contexts," Journal of Business Research, Elsevier, vol. 146(C), pages 228-240.
    4. Ma, Jie & Tse, Ying Kei & Wang, Xiaojun & Zhang, Minhao, 2019. "Examining customer perception and behaviour through social media research – An empirical study of the United Airlines overbooking crisis," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 127(C), pages 192-205.
    5. Beth L. Fossen & Girish Mallapragada & Anwesha De, 2021. "Impact of Political Television Advertisements on Viewers’ Response to Subsequent Advertisements," Marketing Science, INFORMS, vol. 40(2), pages 305-324, March.
    6. Jesús J. Cambra‐Fierro & J. Alfredo Flores‐Hernández & Lourdes Pérez & Guadalupe Valera‐Blanes, 2020. "CSR and branding in emerging economies: The effect of incomes and education," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2765-2776, November.
    7. Muhammad Aljukhadar & Sylvain Senecal, 2021. "The Effect of Consumer-Activated Mind-Set and Product Involvement on the Compliance With Recommender System Advice," SAGE Open, , vol. 11(3), pages 21582440211, July.
    8. Hollebeek, Linda D. & Belk, Russell, 2021. "Consumers’ technology-facilitated brand engagement and wellbeing: Positivist TAM/PERMA- vs. Consumer Culture Theory perspectives," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 387-401.
    9. Terry Clark & Thomas Martin Key & Carol Azab, 2022. "Marketing as an emergent discipline: Commentary on Shelby Hunt’s final contribution to our field," AMS Review, Springer;Academy of Marketing Science, vol. 12(3), pages 157-161, December.
    10. Inma Rodríguez-Ardura & Antoni Meseguer-Artola & María-Ángeles García-Haro, 2025. "How hedonic strategies bring about customer engagement and value for e-retailers—A blended PLS-ANN analysis of the mediating effect of experiential value-in-use," Electronic Markets, Springer;IIM University of St. Gallen, vol. 35(1), pages 1-19, December.
    11. Clark, Terry & Azab, Carol & Martin Key, Thomas, 2024. "Marketing’s next era: The scope and impact of marketing’s future, the reach and legacy of Shelby Hunt," Journal of Business Research, Elsevier, vol. 170(C).
    12. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    13. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    14. Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Russell Belk, 2020. "Resurrecting marketing," AMS Review, Springer;Academy of Marketing Science, vol. 10(3), pages 168-171, December.
    16. Alagöz, Nazli, 2024. "Promotion and technological change in the music industry," Other publications TiSEM 511ceba0-62a0-4c60-a76c-f, Tilburg University, School of Economics and Management.
    17. Jane Emma Machin & Josephine Go Jefferies & Elizabeth Crosby & Natalie Ross Adkins & Ann M. Mirabito & Elaine Holt & Aušra Rūtelionė & Daniela Alcoforado, 2025. "From satisfaction to sustainability: A conceptual introduction to sustainable consumer well-being," AMS Review, Springer;Academy of Marketing Science, vol. 15(3), pages 321-342, December.
    18. Mele, Emanuele & Filieri, Raffaele & De Carlo, Manuela, 2023. "Pictures of a crisis. Destination marketing organizations’ Instagram communication before and during a global health crisis," Journal of Business Research, Elsevier, vol. 163(C).
    19. Ionica Oncioiu & Ovidiu Constantin Bunget & Mirela Cătălina Türkeș & Sorinel Căpușneanu & Dan Ioan Topor & Attila Szora Tamaș & Ileana-Sorina Rakoș & Mihaela Ștefan Hint, 2019. "The Impact of Big Data Analytics on Company Performance in Supply Chain Management," Sustainability, MDPI, vol. 11(18), pages 1-22, September.
    20. T. Ndhlovu & T. Maree, 2024. "The central role of consumer–brand engagement in product and service brand contexts," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(4), pages 944-961, December.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aif:journl:v:5:y:2021:i:4:p:20-29. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Farjana Rahman (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.