Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: The moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention
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- 作者：Joe Phuaa ; joephua@uga.edu" class="auth_mail" title="E-mail the corresponding author ; Seunga Venus Jinb ; venus@sejong.ac.kr" class="auth_mail" title="E-mail the corresponding author ; Jihoon (Jay) Kima ; jaykim82@uga.edu" class="auth_mail" title="E-mail the corresponding author
- 关键词：Social media ; Social networking sites (SNSs) ; Uses and gratifications theory (UGT) ; Brand community ; Brand relationships ; Social comparison ; Tie strength ; Network homophily
- 刊名：Telematics and Informatics
- 出版年：2017
- 出版时间：February 2017
- 年：2017
- 卷：34
- 期：1
- 页码：412-424
- 全文大小：1502 K
文摘
Snapchat is used for passing time, sharing problems, and social knowledge.
Instagram is used for showing affection, following fashion, and sociability.
Twitter users had highest brand community identification and membership intention.
Instagram users had highest brand community engagement and commitment.
Social comparison, trust, tie strength, and network homophily are moderators.