Do human values matter for promoting brands on social media? How social media users’ values influence valuable brand-related activities such as sharing, content creation, and reviews.
Journal of Consumer Behaviour. Advance online publication. doi: 10.1002/cb.1790
Abstract: Companies consider social media‐based consumer engagement behaviors such as sharing, content creation, and reviews for brands as more valuable than “liking” or consuming brand content. Studies show that branded content shared or created by consumers on social media may drive more brand awareness and loyalty than “likes” (Adweek, 2013). Global companies are increasingly focusing their efforts on motivating consumer‐driven content creation (e.g., Coca‐Cola #shareacoke and Apple #ShotoniPhone; Sprout Index, 2018). However, marketing practitioners are only recently beginning to understand social media audiences who engage in such activities (Adweek, 2018). This study posits that human values can be used to identify and segment audiences for social media‐based valuable brand activities. Three online surveys were conducted with Facebook, Twitter, and Instagram users (ages 18–34) on Amazon Mechanical Turk (N = 491). The relationship between social media users’ values and their reported social media activities was examined. Findings indicate that the human values examined (conservation, self‐enhancement, openness to change and self‐transcendence) are significant drivers of valuable brand‐related social media activities. Companies should address conservation‐driven users in order to elicit brand sharing and creation activities. Companies should target conservation‐driven users for sharing promotions, self‐enhancement‐driven users for sharing informational content and writing of product reviews, and openness to change‐driven users for user‐generated content. Businesses should further highlight their corporate social responsibility efforts as a negative relationship is found between users’ self‐transcendence values and brand activities. Recommendations are provided on how brandscan address users’ values in their social media marketing to motivate sharing of branded content and content creation.
When Good People Make Fake News Go Viral: The Role of Anger in Fake News Sharing on Social Media
Abstract: Sharing fake news on social media has become a serious social issue. The aim of the current study was to investigate (a) how reading fake news might induce anger and, in turn, fake news sharing via social media and (b) the extent to which reading uncivil comments might moderate this relationship. By employing the […]
Living at the speed of mobile: How users evaluate social media news posts on smartphones
Abstract: A growing body of research suggests that differences between smartphones and desktop computers influence information processing outcomes. A within-subjects (N = 64) smartphone eye-tracking experiment replicates a 2018 desktop-based study of users’ visual attention to and engagement with social media news posts. The results show that users spend less time viewing social media news posts on […]