What motivates consumers to contribute on social media?: the impact of brand humanization, privacy concern and ideal self-congruity

• Autor(a) principal: Duarte, Joana Gomes
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/15751
• topic: Social media; Participation; Consumption; Contribution; Estratégias de comunicação; Estratégias de marca; Rede social; Marketing

Nowadays social media is on the main agenda of all brand managers since it is a privileged communication channel to interact with target. For a brand online page has success, is necessary that users actively participate and have an active voice, instead of just having a passive behaviour. Engaging consumers to make them participate is a challenge that brands should overcome. A scale to measure the consumers’ engagement with brand-related social media contents (CEBSC) was developed, based on three hierarquical dimensions of participation: consumption, contribution and creation. While consumption is regarding a passive behaviour, contribution and creations implies an active behaviour. Despite the existent literature regarding the levels of participation on social media, there is a lack of literature about which factors could mediate the relationship between those levels. The current study addresses this opportunity and analyse which factors could lead consumers to contribute on social media, instead of just consume content. Quantitative data from a survey was obtained to test the research hypotheses through the simple linear regression model. The results identify brand humanization as a key factor to motivate consumers to contribute on social media, despite there are congruency or not between consumers ideal self and brands personality. Privacy concern do not have a significant relationship with contribution but the results evidence that the lower the privacy concern, the higher the users’ contribution. The findings help to better understand what could motivate the contribution behaviour and, therefore, allows to provide insights regarding social media strategies. Future research directions are discussed.