The paper Motivations to Use Different Social Media Types and Their Impact on Consumers' Online Brand-Related Activities (COBRAs), authored by Cristian Buzeta, Patrick De Pelsmacker and Nathalie Dens, is now electronically available in the website of the Journal of Interactive Marketing. It will be included in the November 2020 issue of the journal.
Using a six-dimension uses and gratifications (U&G) framework, the authors explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). They 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. The authors argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.
You can access and download the paper here.