Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention

Joe Phua, Seunga Jin*, Jihoon (Jay) Kim

*Corresponding author for this work

Research output: Contribution to journalArticle

100 Scopus citations

Abstract

Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram users scored highest for showing affection, following fashion, and demonstrating sociability. Twitter users had highest brand community identification and membership intention, while Instagram users had highest brand community engagement and commitment. Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Implications for future research on SNS users’ goal-directed consumption behaviors are discussed.

Original languageEnglish (US)
Pages (from-to)412-424
Number of pages13
JournalTelematics and Informatics
Volume34
Issue number1
DOIs
StatePublished - Feb 1 2017

Keywords

  • Brand community
  • Brand relationships
  • Network homophily
  • Social comparison
  • Social media
  • Social networking sites (SNSs)
  • Tie strength
  • Uses and gratifications theory (UGT)

ASJC Scopus subject areas

  • Computer Networks and Communications
  • Electrical and Electronic Engineering

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