Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contexts

Abstract

Purpose– This paper aims to explore the interaction between consumer empowerment and social interactions as fundamental social media elements. It demonstrates their relationship in both experiential and informative social media setting where social media complements an offline consumer activity. The study aims to contribute to the literature on social media by demonstrating its complementary role on offline activities through these fundamental elements.Design/methodology/approach– The paper reports three experimental designs that manipulate the empowering and the socializing elements of complementary activities to show their effects on both the complementary online and the complemented offline activities.Findings– The paper presents three empirical studies that reveal the effects of two fundamental social media elements (i.e. empowerment and socialization) on consumers’ responses toward consumption episodes that consist of complementary online and complemented offline activities. It reveals that that these elements increase positive consumer responses toward both the online and the offline activities through psychological empowerment. However, the interaction between the elements changes with respect to specific empowerment types.Research limitations/implications– The paper contributes to the literature on social media by demonstrating its complementary role on offline activities through its empowering and socializing elements. It bridges research on consumer empowerment and socialization in a way that reveals their interaction beyond the extant definitions of empowerment resulting from enhanced communication among consumers. The paper also demonstrates the complementary role of social media on offline consumer behaviors through the effects of these two fundamental elements.The participants of the experimental studies are presented with hypothetical scenarios and asked about their behavioral intentions. Thus, future studies should address the research questions in real-world settings.Practical implications– The paper includes implications for social media usage as a complementary activity to offline real-life consumer behavior through the effects of consumer empowerment and social interactions. Thus, it may benefit marketers seeking to optimize the empowering and socializing components of their social media strategies.Originality/value– This paper fulfils an identified need to study how social media may affect real-life consumer behavior. It also identifies the interaction between the empowering and the socializing elements of social media offerings in both experiential and informative settings.