Brand followers: motivations and attitudes of consumers to follow brands in social media Online publication date: Fri, 27-Mar-2015
by Hakan Yılmaz; Ebru Enginkaya
International Journal of Internet Marketing and Advertising (IJIMA), Vol. 9, No. 1, 2015
Abstract: Social media (SM) strategies are vital for brands to stay connected with consumers. Although the brands' purposes are explicit, consumers' motivations of interacting with brands in SM are more tentative. The aim of this study is to examine consumer motivations and attitudes of following brand pages in SM. A scale development procedure was followed after the literature review and qualitative assessments. Principle component analyses with first sample revealed 'conversation', 'brand affiliation', 'opportunity seeking', 'entertainment', and 'investigation' motives that lead consumers to follow brands in social media. Reliability, validity and predictive properties of motivation constructs were tested with CFA and SEM analyses in a validation sample. Brand affiliation and opportunity seeking were indicated as significant factors on attitudes toward following brands through SM.
Online publication date: Fri, 27-Mar-2015
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Internet Marketing and Advertising (IJIMA):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email firstname.lastname@example.org