Entertainment Motivation Research Articles

Brand Community Success Factors: A Study of Two Facebook Brand Community Features

The purpose of this paper was to determine how to create a successful social media brand community in terms of both size and active participation on social media. This paper employed qualitative content analysis of six brand communities across two different social media platforms: the ‘Addicted To ’and ‘Like ’feature of Facebook. The ease of finding the social media brand community was most impactful on the number of members, while the presence of a discussion board (fulfilling social motives) and the presence of games to fulfill entertainment motives increased participation in the community. The current study focused upon two features on Facebook, one of which has shut down. Furthermore, it only explored six communities-all focused upon entertainment products (e.g. movies and TV shows). The current study provides key insights into how to increase engagement on brand communities by simply adding features to existing communities, which has real implications for marketers attempting to gain benefits from social media brand communities. Although general motives for participation have been discussed in the past, this paper provides concrete suggestions for how to encourage brand members to fulfill these needs within brand communities.

Film as Media of Religious Dialogue: The Reception of Three Indonesian Contemporary Films

The paper examines the audience’s response in consuming of religious representation in three Indonesian contemporary films: Ayat-Ayat Cinta (Verses of Love), 3 Doa 3 Cinta (3 Wishes 3 Loves), and Perempuan Berkalung Sorban (Woman with a Scarf Around her Neck). By examining the audience’s response in media, particularly through electronic delivery, the paper shows that the public dispute of the Islam representation in this film serves as communication media of religious dialogue. The examination of audience’s response on those three films illuminates the various impacts of Islamic film label embedded in their cinematic representation. Islamic film can be a profitable trademark since it gives more reasons to attract audience than entertainment motive does. Representation of religion analogue to religious teaching and practice creates religious film as media for religious dialogue between people, state, the faith communities, and film makers. Keywords:film, representation, religious-dialogue

‘Girls just want to have fun?’ Sex differences in motives of watching the FIFA World Cup and the UEFA European Championship

With global media attention and a global reach, mega-sporting events play a crucial role in sports communication. Although the audience of these events has traditionally been overwhelmingly male, in recent years they have attracted an increasing number of women. The present paper therefore explores women’s and men’s motives for watching three mega-sporting events – FIFA World Cup 2006, the UEFA European Championship 2008 and FIFA World Cup 2010 – and compares the intensities of the three central motives of thrill, entertainment and information, especially as they relate to participants’ levels of general interest in sport. The results indicate that as their interest in sport increases, the differences between the motives of women and men decrease. This finding provides valuable initial insights into the increasing popularity of mega-sporting events among women.

Social media engagement: What motivates user participation and consumption on YouTube?

This study unearths the motives for YouTube user engagement that has been conceptualized as active participation and passive content consumption. In light of the Uses and Gratifications framework, a sample of 1143 registered YouTube users completed online surveys that helped gauge user behavior. Results showed that for participation on YouTube, the strongest predictor for liking and disliking videos was the relaxing entertainment motive; commenting and uploading being strongly predicted by social interaction motive; sharing being strongly predicted by information giving motive. Passive content consumption in the form of video viewing was most strongly predicted by relaxing entertainment motive, and reading comments predicted by information seeking motive. Greater YouTube experience negatively predicted liking, and anonymity played a role in sharing and uploading videos. Males were more likely to dislike YouTube videos in comparison with females.

Testing Measurement Equivalence of Eudaimonic and Hedonic Entertainment Motivations in a Cross-cultural Comparison

Within Hofstede’s framework of individualistic and collectivistic cultures, this contribution examines measurement equivalence of hedonic and eudaimonic entertainment motivations in two different cultures, namely Germany representing a more individualistic culture (N = 180) and Turkey representing a more collectivistic culture (N = 97). By means of a multi-group confirmatory factor analysis, we could secure configural invariance for both hedonic and eudaimonic entertainment motivations across the German and Turkish sample. Metric invariance, however, could only be obtained for hedonic, but not for eudaimonic motivations. Scalar invariance was obtained for neither of the two entertainment motivations. The study points to the importance of equivalence testing when conducting cross-cultural research.

Examining the Functions of Attributes of Mobile Applications to Build Brand Community

Mobile fashion apps present much opportunity for marketers to engage consumers, however not all apps provide enough functions for their targeted audience. This study aims to determine how mobile fashion apps can be used to build community with consumer engagement. Qualitative data on fashion mobile apps were collected from the Apple app store and Android market during the spring and summer of 2015. A total of 110 fashion mobile apps were collected;, 50 apps were identified as apparel brands that either manufacture or sell apparel to consumers, which we categorized as brand fashion apps, and the remaining 60 were categorized as fashion apps. The result of the study can be summarized as below. The 60 non-brand fashion apps were grouped into 5 app types: shopping, searching, sharing, organizational, and informational. The main functions are for informational use and shopping needs, since at least half (31 apps) are used for either retrieving information or for shopping. However, in contrast, social networking and location were infrequent and not commonly utilized by these apps. The most common type of non-brand fashion apps available were shopping apps;, many shopping apps enable users to shop from several different websites and save their items into one universal shopping cart so that they only check out once. Most of these apps are informational and help consumers make more informed decisions on purchases;, in addition many offer location services to help consumers find these items in store. While these apps perform several functions, they do not link to social media. The 50 apps were grouped into 5 types: athletic, casual, fast fashion, luxury, and retailer. These apps were also checked for attributes to determine their functionality. The result shows that the main functions of fashion apps are for information (82% of the 50 apps) as well as location searching (72% of 50 apps). Conversely, these apps do not offer any photo sharing, and very few have organizational or community functions. Fashion mobile apps and m-marketing elements: To build community, mobile apps can be designed to motivate consumer's engagement with brands. The motivations of fashion mobile apps are useful in developing fashion mobile apps. Entertainment motives can be fulfilled with multimedia attributes, functionality motives are satisfied with organizational and location-based features, information motives with informational service, socialization with community and social network, learning and intellectual stimulation from informational attributes, and trend following through photo sharing. The 8 key attributes of mobile apps can correspond to the 4 m-marketing elements (i.e., Informative content, multimedia, interactions, and product promotions) that are further intertwined with m-branding elements. App Attributes and M-Marketing aim to Build Brand Community;, the eight key attributes can impact on 4 m-branding elements, which further contribute to building community by affecting consumers' perceptions of brands preference and advocacy, and their likelihood to be loyal.

The role of stress and motivation in problematic smartphone use among college students

Although numerous studies have examined factors that influence problematic smartphone use, few have investigated the interactions between different types of motivation and psychosocial well-being factors in facilitating problematic smartphone use. Thus, this study analyzed the moderating role of perceived stress on the relationship between entertainment or escapism motivation and problematic smartphone use. Using a sample of 600 typical smartphone users (Chinese college students) we found: (1) Perceived stress moderates the relationship between entertainment motivation and problematic smartphone use, and between escapism motivation and problematic smartphone use among users scoring high on problematic use; (2) perceived stress moderated the relationship between entertainment motivation and problematic use also among users scoring low on problematic smartphone use, but for these users stress did not moderate the relationship between escapism motivation and problematic use. Our study highlights the importance of unresolved real-life problems in facilitating problematic smartphone use, suggesting that the resolution of these problems might be a good starting point when researchers design interventions for people excessively relying on smartphones.

자원거래이론을 적용한 농촌관광접점에서의 상호작용을 통한 만족형성의 이해

Satisfaction of the rural tourists is affected by the quality of the social interaction in the service encounter. As a kind of social exchange behaviour, the social interaction is accompanied by the exchanges of various social resources. So this study aims to explore the relationship between the types of resources exchanged and tourists' satisfaction at the rural tourism service encounter. Further, it also examined the moderate effect of tourism motivation between their relationships. From the on-site survey, the total of 193 valid questionnaire were collected and analyzed in SPSS. As the results of this study, we found that three kinds of exchanged resources affected the satisfaction in a rural tourism context named love, social status and information. For testing the moderated effect of the motivation, we used two kinds of rural tourism motivations named 'entertainment' and 'escape.' As the result, we found that the escape motivation had a significant moderated effect on the relationship between love resource and satisfaction. And the entertainment motivation had a significant moderated effect on the relationship between social status and money resources and satisfaction.

A Cause-Effect Analysis of the Relationship between Game Use Motives and Continuous Intention: Mediated Effect of the Attitude toward the Shutdown System

The purpose of the present paper is to identify if there is any cause-effect relationship between online game use motives and their continuous use intention with a mediating parameter of their attitude toward the shutdown system. To that purpose, a survey was conducted to a group of 328 game users and a covariance structure analysis was performed. First, it was found that challenge/accomplishment and attack motives had a significant influence on the users' attitude toward the shutdown system. Second, it was found that entertainment; fellowship and attack motives play a significant influence on their intention to continue playing. Third, it was also found that their attitude toward the shutdown system was found to have a negative effect on their continuous use intention. Finally, a complete mediating effect was found between challenge/ accomplishment motive and their continuous intention with the shutdown system being a mediator, whereas attack motive was found as playing a partial mediating effect. As adolescents tend to use games for entertainment, fellowship and attack motives, they should rather be provided with other forms of leisure activities than simply prohibited from playing games. Also, measures should be taken that will help the users have a positive perception of the shutdown system.

Predicting Social Networking Site (SNS) use: Personality, attitudes, motivation and Internet self-efficacy

Few studies have considered the personal characteristics that may predict the use of Social Networking Sites (SNSs). We examined the prediction of SNS use from distinct personality traits (i.e., sociability and shyness), attitudes toward SNS use, motivations for SNS use and Internet self-efficacy. Participants were 352 Chinese college students who used the QQ zone. Results indicated that sociability, shyness, attitudes, motivations and self-efficacy predicted SNS use, prediction depending on the function of SNS use. Specifically, sociability, attitudes, social interaction motivation, entertainment motivation and self-efficacy were significant predictors of SNS’s social function. In contrast, shyness, attitudes, relaxing entertainment motivation and self-efficacy were significant predictors of its recreational function.

Use of social networking sites for product communication: A comparative study of Hispanics and non-Hispanic whites

This study extends the uses and gratification theory and examines SNS use in a specific context, namely product communication, among Hispanic and non-Hispanic whites, two important consumer segments in the U.S. market. It tests the relationships between motivations, attitudes, and usage outcomes that are unique to SNSs in an integrative model. Structural equation modeling analysis of the results obtained from an Internet-based survey (N=595) demonstrates that the information motivation predicts favorable attitudes and various usage outcomes in both groups. However, the motivation to socialize positively predicts attitudes and usage outcomes among Hispanics only, while the entertainment motivation emerges as a determining factor for whites only. Results from this study provide theoretical and managerial implications for the development of effective marketing communication in the area of social networking sites.

Connected Motherhood: Social Support for Moms and Moms-to-Be on Facebook

Research addressing online social support, especially for new mothers, has typically focused on forums and dedicated Web sites, and not on social networking sites like Facebook. Here we expand on this existing body of work by addressing a Facebook page, Ask the Chicks, themed around questions and answers related to motherhood. Using the uses and gratification lens, we explore motivations for participation as they relate to engagement with the page. Individuals were recruited to participant in an online survey through posts on the Ask the Chicks Facebook page made by the page owner over a 1-week period. To be eligible to complete the survey, participants had to be 18 years old or older, female, and pregnant or have at least one child under the age of 5 years. Analyses of survey data collected from users of the page (n=647) revealed that engagement has a positive relationship with the motives of relaxing entertainment, expressive information sharing, social interaction, and information seeking. Online support groups, and especially Facebook, appear to be a more convenient method than traditional online support groups for people who want to obtain information about certain topics, in this case, about motherhood and raising kids. Having this type of social support tool is important, as social support has been found to reduce levels of stress, which can improve overall health and quality of life. This study provides a better understanding of why people use this type of social support group for questions about parenting.

User comments: motives and inhibitors to write and read

User comments allow ‘annotative reporting’ by embedding users’ viewpoints within an article's context, providing readers with additional information to form opinions, which can potentially enhance deliberative processes. But are these the only reasons why people comment on online news and read these comments? This study examines factors that motivate, or demotivate and constrict, such participation by surveying nearly 650 commenters, lurkers, and non-users in Germany. From a normative perspective, the results are ambivalent. The results show that commenters are driven by social-interactive motives to participate in journalism, and to discuss with other users. However, the data suggest that commenters do not obtain cognitive gratifications to the desired extent. Presumably, their exchange is socially and not deliberatively motivated. Reading comments is fuelled by both cognitive and entertainment motives, but regression analyses show that the entertainment dimension − a dimension that is not usually considered to be linked to deliberation processes − is the more stable one. A low standard of discussions not only increases the frequency at which comments are read, but also reduces lurkers’ satisfaction. Similarly, non-users are even more frustrated by the low quality of discussions. They consider such participation activities to be a waste of time, and are not willing to register.

외식관련 SNS 이용 속성이 소비자의 외식동기, 외식만족도 및 삶의 질에 미치는 영향

The object of this study was to employ effective marketing methods using SNS by determining how food-related SNS usage characteristics have influence on dine-out motivation and restaurant satisfaction and how this affects people's quality of lie. Survey respondents were men and women who have had used some kinds of food-related SNS. The survey included general characteristics of respondents, food-related SNS usage characteristics, dine-out motivation, restaurant satisfaction, and food-related quality of life. Food-related SNS usage characteristics were divided into convenience, effective time-spending, and informative; Dine-out motivation was sorted into entertainment motivation and social motivation by factor analysis. Analysis of the connections between the variables by AMOS showed that among food-related SNS usage characteristics, convenience did not have a significant influence on either entertainment or social motivation. Informative had a positive effect on entertainment motivation (p<0.05), but not on social motivation. On the other hand, effective time-spending through food-related SNS had an impact on both entertainment (p<0.001) and social (p<0.05) motivation. Moreover, the effect of dine-out motivation on restaurant satisfaction showed that entertainment motivation (p<0.05) and social motivation (p<0.01) both have significant influences on restaurant satisfaction. Also, restaurant satisfaction turned out to affect quality of life (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; (p<0.05). As a result of this study, the usage of food-related SNS did not directly influence customers' restaurant satisfaction and quality of life; however, it had an impact on dine-out motivation and gain pleasure of dining out and help improve the quality of life in the long run; thus, it is believed that marketing strategies thorough SNS by restaurant industry are required.

SNS 이용동기 수준에 따른 정보교류, 네트워크 밀도, 정보신뢰성, 유대인식의 차이에 관한 연구

본 연구는 SNS 이용자들을 대상으로 이용동기를 분석하여, 각 이용동기의 중간값을 기준으로 상, 중, 하로 구분하고, 정보교류, 네트워크 밀도, 정보신뢰도, 유대인식의 차이를 알아보았다. 소셜 네트워크 이용 동기는 정보추구 동기, 사회적 영향동기, 오락적 동기, 네트워크 형성동기로 나타났다. 이러한 이용동기 수준에 따라 종속변인으로 설정한 정보교류 정도, 네트워크 밀도, 정보신뢰도, 유대인식에 차이가 나타났다. 특히 정보교류 정도와 정보의 신뢰성은 4가지 동기 수준에 따라 차이가 나타났으며, 네트워크 밀도와 유대인식의 차이는 사회적 영향 동기 수준에 따라 차이가 나타났다. This study is targeted at users of social networks to investigate motives, motives based on information exchange, network density, and reliability of information, recognizing network. Result motivation is a social network analysis of information-seeking motivation, social influence motivation, entertainment motivation, motivation network formation, respectively. Network density is also information seeking motivations, social influence motivation, entertainment showed differences in motivation, information about the reliability of the difference between the difference was in all the motivational factors.

Why Celebrity Sells: A Dual Entertainment Path Model of Brand Endorsement

This article introduces a dual entertainment path model that integrates insights from media entertainment and transportation theory to show how links between entertainment motives (aspirational and playful) and experiences (celebrity fantasy and emotional investment) influence endorsed brand attitude. Results of two studies validate the salience of two paths. Fans, who hold parasocial bond with the celebrity, are driven by both aspirational and playful motives to engage in celebrity-induced entertainment experiences. Nonfans lack aspirational motive and are driven predominantly by playful motive. In either situation, celebrity-induced entertainment experiences enhance endorsed brand attitude. This model complements the existing celebrity endorsement literature by positing entertainment as a salient dimension of brand endorser effects. Its findings provide new insights on how advertisers promote their brands.

Factors influencing intention of mobile application use

The current study examined how task performance enhancement, easiness, important others' opinions, entertainment motivation, information seeking motivation, and social connection motivation would predict use intention of mobile applications. Based on a motivational communication theory and the technology acceptance model, a web-based survey was administered among mobile application users. The results of hypothesised model testing show that easiness is the key factor influencing continuance intention of mobile application use. In addition, this study reveals that mobile application users consider human connection and social utility to be more important than entertainment in creating task performance, easiness, social influence, and use intention. This study combined motivations with technology adoption factors for mobile application use in an integrated model. This theoretical attempt strengthened the explanatory power of the technology adoption model for mobile application use. Mobile application vendors and developers must consider the user friendliness of their applications and how many purposes they satisfy.

Exploring gender differences in Malaysian urban adolescent Internet usage

This study explored gender differences in urban adolescent Internet access, usage and motives. Data were collected from 914 urban school students in Malaysia. Factor analysis revealed that eroticism, entertainment, social-interaction, shopping and information/ surveillance are the key drivers for adolescence Internet usage. No differences between boys and girls were detected in Internet accessibility and home computer ownership. Boys and girls differed in their intensity of usage, place of access and their motivations to use the Internet. Girls were more motivated by social-interaction, shopping and surveillance/ information, while boys were more motivated by eroticism and had a higher tendency to be addicted to the Internet. However, boys and girls did not exhibit any significant differences in online entertainment motivation.

What causes users to switch from a local to a global social network site? The cultural, social, economic, and motivational factors of Facebook’s globalization

This study investigates what causes local users to switch or not to switch from a domestic to a global social network site (SNS), Facebook. In the prediction model using cultural, social, economic factors, and motives for using SNS, we found in S. Korean users that, along with entertainment motives, the expected benefit of a new global SNS was a positive predictor of transition to Facebook. The western cultural values of a global SNS and the sunk costs of using a local SNS were negative predictors of the intention to use Facebook as the main platform of online social networking. Given that global SNSs force anti-localization policies related to privacy protocols and relationship styles, the results highlight the fact that cultural values are a critical factor for resisting globalization of SNSs.

Research on Motivations of Consumer Engagement in Online Brand Community

Drawing on the status of brand community research and the needs of enterprise practice, this paper explored the relationship between the motivation and the behavior of consumer engagement in online brand community from the consumer's perspective and concluded the driving forces of consumer engagement are social intercourse, information, entertainment, and benefit and achievement motivation. With factor analysis, motivation of consumers’ engagement in online brand community was studied to resolve the connotation underlying the brand community, which provides further reference for the company to select consumer-oriented strategy proposals on online brand community management.