TY - JOUR
T1 - Social media engagement behaviour
T2 - a uses and gratifications perspective
AU - Dolan, Rebecca
AU - Conduit, Jodie
AU - Fahy, John
AU - Goodman, Steve
N1 - Publisher Copyright:
© 2015 Taylor & Francis.
PY - 2016/6/6
Y1 - 2016/6/6
N2 - The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social media content and engagement behaviour are presented.
AB - The proliferation of social media platforms and corresponding consumer adoption in recent years has precipitated a paradigm shift, significantly altering the ways customers engage with brands. Organisations recognise the social and network value of engagement within social media, and practitioners are endeavouring to build engagement through their social media content. However, theoretically based academic guidance concerning marketing practice and engagement in new media social networks is limited. This article provides a theoretical model to explicate the role of social media content in facilitating engagement behaviour within a social media context. Based on uses and gratifications theory, it provides a model for how an organisation can stimulate positively valenced engagement behaviour through social media and dissuade negatively valenced engagement behaviour in this forum. A typology of social media engagement behaviour is proposed and a series of hypotheses exploring the relationships between social media content and engagement behaviour are presented.
KW - social media content
KW - social media engagement behaviour
KW - uses and gratifications theory
UR - http://www.scopus.com/inward/record.url?scp=84951271344&partnerID=8YFLogxK
U2 - 10.1080/0965254X.2015.1095222
DO - 10.1080/0965254X.2015.1095222
M3 - Article
AN - SCOPUS:84951271344
SN - 0965-254X
VL - 24
SP - 261
EP - 277
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
IS - 3-4
ER -