Exploring Motivations for Spreading Brand-related Contents in Social Network Sites: The Case of Facebook
Journal Title: Journal of the Human and Social Science Researches - Year 2016, Vol 5, Issue 3
Abstract
Social Network Sites (SNSs) are one of the major platforms for companies to spread their brand messages. In this study, the motivations behind consumers’ spreading behavior of brand-related contents on Facebook were investigated. Data were gathered from 22 subjects through focus group and individual interviews. The constant comparative method was used in analyzing the data. The results were categorized in three main themes with several subthemes : (1) continual communication: (i) word of mouth, (ii) fast and convenient access (iii) pursuing brand extension opportunities; (2) social benefit: (i) reference group influence; (3) entertaining. The findings from this study highlight the role of social media in helping brands to better understand consumer motivations behind spreading brand-related contents.
Authors and Affiliations
Hakan CENGİZ| Yrd. Doç. Dr., Karabük Ü., İşletme Fakültesi hakancengiz@karabuk.edu.tr, Mustafa Halid KARAARSLAN| Yrd. Doç. Dr., Karabük Ü., İşletme Fakültesi mustafahk@karabuk.edu.tr, Elif AKÇALAN| Yüksek Lisans Öğrencisi, Karabük Ü., Sosyal Bilimler Enstitüsü.elif.akcalan@outlook.com, Engin MALKOÇ| Yüksek Lisans Öğrencisi, Karabük Ü., Sosyal Bilimler Enstitüsü emalkoc_61@hotmail.com
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