Shanghai adolescents’ brand interactions on the Chinese Social Networking Site Qzone: A Uses and Gratifications Approach

Abstract

This study analyses the interaction of Chinese adolescents with commercial brands on the popular Chinese social networking site, Qzone, based on a Uses and Gratifications Theory. Structural equation analysis was employed to verify the proposed framework within a sample of 220 adolescent Qzone users resident in Shanghai. From the three gratifications proposed by the theory, only entertainment had a significant positive influence on the likelihood of interacting with brands on the social networking site. Gratifications derived from socializing and information-seeking did not enhance brand interaction of Chinese adolescents in this social network. The results support the view of some researchers who suggest that brand communication strategies directed at the adolescent segment in SNSs should not concentrate on providing information about product and brand characteristics, but on creating contents that help to satisfy the entertainment needs of young people.