Content marketing on social network sites. A study on brand-related social media behavior and its motives

被引：0

作者：

Antheunis, Marjolijn ^{[1
,2
]}

van Kaam, Jeanine ^{[3
]}

Liebrecht, Christine ^{[1
,2
]}

van Noort, Guda ^{[4
,5
]}

机构：

[1] Tilburg Univ, Univ Hoofddocent, Afdeling Commun Informatiewetenschappen Verbonden, Tilburg Ctr Cognit & Commun TiCC, Tilburg, Netherlands

[2] Tilburg Univ, TiCC, Warandelaan 2, NL-5037 AB Tilburg, Netherlands

[3] Esplanade 1, B-1020 Brussels, Belgium

[4] Univ Amsterdam, Univ Hoofddocent, Afdeling Commun Wetenschap Verbonden, Amsterdam Sch Commun Res ASCoR, Amsterdam, Netherlands

[5] Univ Amsterdam, ASCoR, Nieuwe Achtergracht 166, NL-1018 WV Amsterdam, Netherlands

来源：

TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP | 2016年 / 44卷 / 04期

关键词：

content marketing; uses and motivations; social network site; owned media; earned media; WORD-OF-MOUTH; PARTICIPATION; MOTIVATIONS; CONSUMERS; FACEBOOK; GRATIFICATIONS; COMMUNITY;

D O I：

暂无

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

On brand profiles in social network sites (SNSs) brands post content for their content marketing strategy. This brand profile is an owned medium that creates an avenue for consumers to interact with the brand and the brand content, with the aim to garner earned media, such as likes, shares, and reactions. This study examines how social network site users interact with brand posts and what their motivations are to do so. Adopting the U&G approach, we examined for three levels of brand-related social media behavior (consuming, contributing and creating) what SNS-users motivations are. The results of two studies demonstrate that fun and pleasure is the most important motivation to follow a brand and interact with the content.

引用

页码：337 / +

页数：31

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