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Motivation Recipes for Brand‐Related Social Media Use: A Boolean—fsQCA Approach
Author(s) -
Saridakis Charalampos,
Baltas George,
Oghazi Pejvak,
Hultman Magnus
Publication year - 2016
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.20940
Subject(s) - qualitative comparative analysis , social media , mainstream , set (abstract data type) , social commerce , advertising , qualitative research , psychology , qualitative analysis , qualitative property , computer science , business , sociology , world wide web , political science , social science , machine learning , law , programming language
Social media Web sites such as Facebook, Twitter, and Instagram provide various means for users to interact with others, by creating, sharing, and commenting on content about anything, including brands and products. Such online brand‐related activities may significantly influence a firm's operations. To effectively manage these influences, marketers should understand consumer's motivations to engage in brand‐related social media use. This paper is one of the very few efforts to come to such an understanding. In this direction, a set‐theoretic comparative approach is implemented—namely, fuzzy set qualitative comparative analysis—as a means to capitalize on the merits of both qualitative and quantitative techniques, and provide a more nuanced coverage of how motives and their combinations affect social media use. The results of the proposed approach are compared with the results derived from the implementation of a mainstream quantitative analytical technique (i.e., multiple regression analysis), as well as the results of the qualitative study of Muntinga, Moorman, and Smit ([Muntinga, D. G., 2011])—the only study so far examining different types of brand‐related social media use and their motivations. By examining motivations for the full spectrum of social media use types (i.e., consuming, contributing and creating), the paper provides marketers and brand managers with valuable insights into online consumer behavior in a social media dominated era.