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Participant Motivations In A Social Media Community Page

Author

Listed:
  • Shu-Hsun Ho
  • Yu-Ling Lin
  • Robert Carlson Patrick

Abstract

Recently there has been explosive growth in both the global reach and easy access to online social media content. However, people’s motivations for using social media vary considerably from individual to individual. Attempting to gain a greater understanding of what motivates people to use social media is of interest to content providers and administrators of social media platforms such as online community pages, who wish to appeal to their current members and attract a wider audience. Means-end theory explores the abstract relationship between a product’s attributes, the consequences or benefits gained from that product, and personal values guiding individuals to use a particular product. This exploratory study uses softladdering interviews and a hard-laddering survey method to create means-end chains and a subsequent Hierarchical Value Map. We use this information to illustrate the shared values of a sample of group members of an online community page. The results of the study were used to understand individual’s motivations for joining the page. The study concludes with practical suggestions for marketing the community page to appeal to the current member’s shared values. We believe this approach will create a wider and more loyal group to the page

Suggested Citation

  • Shu-Hsun Ho & Yu-Ling Lin & Robert Carlson Patrick, 2015. "Participant Motivations In A Social Media Community Page," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 9(4), pages 67-75.
    • Handle: RePEc:ibf:gjbres:v:9:y:2015:i:4:p:67-75
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    References listed on IDEAS

    as
    1. Bernard J. Jansen & Mimi Zhang & Kate Sobel & Abdur Chowdury, 2009. "Twitter power: Tweets as electronic word of mouth," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(11), pages 2169-2188, November.
    2. Kaplan, Andreas M. & Haenlein, Michael, 2010. "Users of the world, unite! The challenges and opportunities of Social Media," Business Horizons, Elsevier, vol. 53(1), pages 59-68, January.
    3. Kassarjian, Harold H, 1977. "Content Analysis in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 4(1), pages 8-18, June.
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    More about this item

    Keywords

    Means-end Analysis; Social Media; Hierarchical Value Map; Laddering Theory; Marketing Strategy;
    All these keywords.

    JEL classification:

    • Y90 - Miscellaneous Categories - - Other - - - Other

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