Study of consumer engagement and gratification with special reference to brand-sponsored communication on social media

Abstract

This research studied consumer engagement and gratification with special reference to brand-sponsored communication on social media. The research includes the method and likelihood of interaction of each personality type with various content types. Forrester's Techno graphic social ladder was used in correlation with the big five personality types to study the personality types. This research highlights the importance of understanding the target audience's motivations and gratifications while interacting with brand-sponsored communication/content and the social media platform's influence on the same. There were parallel findings relevant to the mentioned theme too. The three big questions that were answered through this research are: What is the content type vs. personality type that is most likely to interact with it? (Elements of the brand-sponsored content that make a difference) What are the motivations and gratifications behind interaction with the brand-sponsored content on social media? Which characteristics of the social media platform influence consumer content interaction? This paper finds a correlation between the personality types, their interests, expectations from the brand, gratifications sought, and method of interaction with brand-sponsored communication. Every personality type has its own set of interests, social media usage patterns, motivations behind interaction with brands, and expected gratifications from their user-generated content. Using these insights, the brands can plan their content strategy, online reputation management strategies, and online consumer engagement strategies more effectively. The research has also pinpointed how the current system of measuring audience consumer engagement can improve online consumer engagement.