To post or not to post? Examining motivations of brand related engagement types on social networking sites.

Abstract

This study investigates consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing (to) and creating. Previous research suggests that many brands seek to engage with consumers via communications on social networking sites, however most focus on quantitative metrics and measurement tools to evaluate such behaviour and so offer limited understanding and guidance. To address this gap the current study utilises a mixed method approach to investigates the motivations behind each brand-related engagement type to provide deeper insight into what motivates consumers to engage with brand-related posts on social networking sites. This study also aim to investigate the motivations between different engagement types exist, and whether these vary between brands and other people’s brand-related posts. A two-phase integrated qualitative-quantitative research design was utilised. Twelve semi-structured interviews explored the range of consumers’ brand engagement motivations, before an online survey (N= 225) identified and confirmed the motivational similarities and differences between the three brand-related engagement types. Results indicate each brand-related engagement type is influenced by different motives, bar the enjoyment motive which triggers all three engagement types. Of particular interest is the identification of a new motive for engagement - seeking compensation - that influences negative brand-related engagement. Through understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement types. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand in order to enhance their targeting strategies based on consumers’ differing motivations within social media channels. This study contributes a much needed framework of motivations for brand-related engagement on social media, recognising variations in motivations by type of engagement (consume; contribute (to); create).