Who creates brand-related content, and why? The interplay of consumer characteristics and motivations

Daniël G. Muntinga, Marjolein Moorman, Peeter W.J. Verlegh, Edith G Smit

Research output: Chapter in Book / Report / Conference proceedingChapterAcademicpeer-review

Abstract

Social media platforms such as weblogs, social networking sites, video sharing sites, and online communities facilitate a wide variety of ways for consumers to create brand-related content. Such content is central to the social media phenomenon. This chapter begins by explaining the study's theoretical lens, the Uses and Gratifications (U&G) approach, followed by the introduction of personality characteristics that are relevant for understanding the dynamics of social media. It focuses on consumers' motivations for creating brand-related content, and poses a research question about the interplay of characteristics, motivations, and brand-related content creation. U&G states that media use is the consequence of various factors working in concert. For U&G scholars, motivation is a central factor, as they assume that people purposely select and use media according to goals they actively aim to achieve. Social media are "hyper-social" enabling users to connect with others online more than they can ever do offline. Some consumers are more connected than other consumers.
Original languageEnglish
Title of host publicationDigital Advertising
Subtitle of host publicationTheory and Research
EditorsDaniël G. Muntinga, Marjolein Moorman, Peeter W.J. Verlegh, Edit G. Smit
PublisherRoutledge
Chapter15
Pages259-284
Number of pages26
Edition3rd
ISBN (Electronic)9781315623252
ISBN (Print)9781138654426
DOIs
Publication statusPublished - 2017

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