Abstract
Purpose – This paper aims to investigate word of mouth as a consequence and information, entertainment, social interaction and remuneration motivations as antecedents of consuming, contribution and creating behaviours as consumers’ online brand-related activities (COBRAs).
Design/methodology/approach – As an empirical test of the proposed conceptual model, the quantitative research features an online survey of a sample of 359 German Facebook users.
Findings – Word of mouth benefits from consuming behaviour but not contributing or creating behaviours. Therefore, brand-related outcomes can be realised solely through the consumption of brand-related content. Consuming behaviour is positively affected by social interaction and entertainment motivations.
Research limitations/implications – Further research could investigate the conceptual model in other social networks, as well as validate the findings in other cultural settings. Potential moderators also should be considered in further research.
Practical implications – In addition to tracking contributing and creating behaviours, brand managers should measure consuming behaviour. This paper provides new insights into how consumer motivations influence different COBRA types.
Originality/value – This study is the first to analyse the distinct effects of consuming, contributing and creating behaviours of SNS brand page followers on word of mouth as an offline brand-related consequence. It also represents the first study to investigate the unique effect of creating behaviour on an offline brand-related outcome. Furthermore, this study is the first to analyse the effects of all four types of motivations on any COBRA type quantitatively with an appropriate statistical analysis that allows distinguishing relevant from irrelevant motivations.
Design/methodology/approach – As an empirical test of the proposed conceptual model, the quantitative research features an online survey of a sample of 359 German Facebook users.
Findings – Word of mouth benefits from consuming behaviour but not contributing or creating behaviours. Therefore, brand-related outcomes can be realised solely through the consumption of brand-related content. Consuming behaviour is positively affected by social interaction and entertainment motivations.
Research limitations/implications – Further research could investigate the conceptual model in other social networks, as well as validate the findings in other cultural settings. Potential moderators also should be considered in further research.
Practical implications – In addition to tracking contributing and creating behaviours, brand managers should measure consuming behaviour. This paper provides new insights into how consumer motivations influence different COBRA types.
Originality/value – This study is the first to analyse the distinct effects of consuming, contributing and creating behaviours of SNS brand page followers on word of mouth as an offline brand-related consequence. It also represents the first study to investigate the unique effect of creating behaviour on an offline brand-related outcome. Furthermore, this study is the first to analyse the effects of all four types of motivations on any COBRA type quantitatively with an appropriate statistical analysis that allows distinguishing relevant from irrelevant motivations.
| Original language | English |
|---|---|
| Pages (from-to) | 1833-1853 |
| Number of pages | 21 |
| Journal | European Journal of Marketing |
| Volume | 53 |
| Issue number | 9 |
| DOIs | |
| Publication status | Published - 9 Sept 2019 |
| Externally published | Yes |
Keywords
- Consumer behaviour
- Social media
- Social networking sites