Communities on Social Networking Sites: Testing a Socio-Cognitive Model for Brand Page Usage

Simple item page
dc.contributor.authorRuehl, Christopher
dc.contributor.authorIngenhoff, Diana
dc.date.accessioned2016-12-29T00:54:38Z
dc.date.available2016-12-29T00:54:38Z
dc.date.issued2017-01-04
dc.description.abstractIn recent years many corporations have become active on social networking sites (SNS). However, our understanding about how and why community members use corporate pages on SNS has not kept pace. In our study, we test a socio-cognitive model of brand page usage to investigate users’ incentives to consume and interact with corporations on Facebook. In order to do so, we conducted an online survey (N=1294) and analyzed our data using exploratory (EFA) and confirmatory factor analyses (CFA). We find that motives among the activity, self-reactive-novel and monetary incentive dimension drive consumption behavior; incentives among the status, practical-novel and self-reactive dimension drive participation; and finally, social, self-reactive and status incentives were found to stimulate production behavior on Facebook brand pages. The implications for community management on SNS will be discussed at the end of the paper.
dc.format.extent10 pages
dc.identifier.doi10.24251/HICSS.2017.274
dc.identifier.isbn978-0-9981331-0-2
dc.identifier.urihttp://hdl.handle.net/10125/41429
dc.language.isoeng
dc.relation.ispartofProceedings of the 50th Hawaii International Conference on System Sciences
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International
dc.rights.urihttps://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subjectcommunication management online PR social networking sites social-cognitive theory uses-and-gratifications
dc.titleCommunities on Social Networking Sites: Testing a Socio-Cognitive Model for Brand Page Usage
dc.typeConference Paper
dc.type.dcmiText

Files

Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
paper0280.pdf
Size:
1.1 MB
Format:
Adobe Portable Document Format
Download

Collections

Social Networking and Communities Minitrack