Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs)

Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brandrelated activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions. namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that "traditional" U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives-two U&G specifically relevant for social media use-are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content. (C) 2020 Direct Marketing Educational Foundation, Inc. dba Marketing EDGE. All rights reserved.