To post or not to post? Exploring the motivations behind brand-related engagement types on social networking sites

Abstract

PurposeThis study aims to investigate consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing (to) and creating. Previous research suggests that many brands seek to engage with consumers via communications on social networking sites; however, most focus on quantitative metrics and measurement tools to evaluate such behaviour and so offer limited understanding and guidance. To address this gap, the current study utilises a mixed-method approach to investigate the motivations behind each brand-related engagement type to provide deeper insight into what motivates consumers to engage with brand-related posts on social networking sites. This study also aims to investigate whether the motivations between different engagement types exist and whether these vary between brands and other people's brand-related posts.Design/methodology/approachA two-phase integrated qualitative–quantitative research design was utilised. Twelve semi-structured interviews explored the range of consumers' brand engagement motivations before an online survey (N = 225) identified and confirmed the motivational similarities and differences between the three brand-related engagement types.FindingsDifferent motives influence each brand-related engagement type, bar the “enjoyment” motive, which triggers all three engagement types. Of particular interest is the identification of a new motive for engagement-seeking compensation that influences negative brand-related engagement.Practical implicationsThrough understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement type. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand to enhance their targeting strategies based on consumers' differing motivations within social media channels.Originality/valueThis study contributes a much-needed framework of motivations for brand-related engagement on social media, recognising variations in motivations by type of engagement (consume, contribute (to), create).