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
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Snapchat is used for passing time, sharing problems, and social knowledge.
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Instagram is used for showing affection, following fashion, and sociability.
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Twitter users had highest brand community identification and membership intention.
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Instagram users had highest brand community engagement and commitment.
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Social comparison, trust, tie strength, and network homophily are moderators.