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
Keywords
Related Articles
- EP ID EP2638
- DOI -
- Views 356
- Downloads 23
Interpretation of Shias for the condemning verses: Tabâtabâî in a Sample
God, throughout the history, sent prophets in order to make them guide people to straight way and to keep people away from mistakes. Prophets avoided sins as they are models for people. Because of the fact that they are...
FROM THE GENERAL TO THE PRIVATE: MARGINAL YOUTH GROUPS
In social aspect youth is extremely important. In the process of being young, adolescents have many physical and spiritual changes. Many factors are created by these changes in itself such as sensuality and tension. In t...
Evaluation of Career Planning Attitudes of Students in Terms of Demographic Factors: A Research on Karabuk University Faculty of Business Administration Students
This study focuses on evaluation of university students’ viewpoint about their career planning. The purpose of the study is to determine whether the degree of career adaptability, career optimism and perceived knowledge...
E-Commerce Promotion in the New Economy: Interrogating the Missing Links in Nigeria
This paper analyses threats, vulnerabilities and insecurities attendant to E-commerce in the late modernity. There is a consistent global concern about emerging risks affecting commerce in general and the field of E-bus...
Effects of Feminism on The Qur’anic Tafsir in Modern Period
This article contains some examples of the effects of feminism as a philosophical and social movement emerged in the modern era on the modern Qur’anic tafsir and tries to discuss the ways in which tafsir activities are i...