Intrinsic vs. Image-Related Utility in Social Media

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We empirically study the motivations of users to contribute content to social media in the context of the popular microblogging site Twitter. We focus on noncommercial users who do not benefit financially from their contributions. Previous literature suggests that there are two main types of utility that motivate these users to post content: intrinsic utility and image-related utility. We leverage the fact that these two types of utility give rise to different predictions as to whether users should increase their contributions when their number of followers increases. To address the issue that the number of followers is endogenous, we conducted a field experiment in which we exogenously added followers (or follow requests, in the case of protected accounts) to a set of users over a period of time and compared their posting activities to those of a control group. We estimated each treated user’s utility function using a dynamic discrete choice model. Although our results are consistent with both types of utility being at play, our model suggests that image-related utility is larger for most users. We discuss the implications of our findings for the evolution of Twitter and the type of value firms may derive from such platforms in the future. 

Publisher: frances - 7:04 AM

Social Marketing Compass

Publisher: frances - 6:41 AM

Understanding Social Media Effects Across Seller, Retailer, and Consumer Interactions

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In this research, the authors propose a contagion effect of social media use across business suppliers, retailers, and consumers. After developing and validating social media usage measures at three levels—supplier, retailer, and custom- er—the authors test social media contagion effects and their ultimate impact on multiple performance measures. The conceptual framework and empirical results offer new insights into the contagion effects of social media usage across the channel of distribution as well as important social influence mechanisms that enhance these effects. Consistent with the predictions, social media use positively contributes to brand performance, retailer performance, and consumer–retailer loyalty. Also, the effect of supplier social media usage on retailer social media usage and in turn on customer social media usage is moderated by brand reputation and service ambidexterity. With the ever-increasing growth and adoption of social media applications and similar technologies, this research provides a framework to promote usage by supply channel partners which ultimately influences performance-related outcomes.

 

Publisher: frances - 6:37 AM

Quantitative Evidence for Change: How User-Generated Content Really Affects Brands

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Developed in response to the new challenges of the social Web, this study investigates how involvement with brand-related user-generated content (UGc) affects consumers’ perceptions of brands. The authors develop a model that provides new insights into the links between drivers of UGc creation, involvement, and consumer-based brand equity. Expert opinions were sought on a hypothesized model, which further was tested through data from an online survey of 202 consumers. The results provide guidance for managerial initiatives involving UGC campaigns for brand building. The findings indicate that consumer perceptions of co-creation, community, and self-concept have a positive impact on
UGc involvement that, in turn, positively affects consumer-based brand equity. These empirical results have significant implications for avoiding problems and building deeper relationships between consumers and brands in the age of social media. 

Publisher: frances - 6:22 AM

Social Media Motivation

Publisher: frances - 6:14 AM

What Motivates People to Participate in Social Media?

 by Amitha Amarasinghe via SocialMediaToday.com

Sometime back, I initiated a discussion thread on the topic “What Motivates People to Be Highly Engaged in a Community?” on Richard Millington's community site "Commania".  This discussion created one of the liveliest threads on Commania, which brought quite a lot of interesting insights into,what really keep motivating people in actively participating in online communities.

Having an idea of what drives the most active participants in a community is important for a community manager to keep the liveliness of the community. If it is said that only 1% of the users of Social Media, actively contribute for content creation; then, isn't it important to know what motivates this 1%? If you know the factors driving these people, you can intensify the existence of such factors, and hence increase the level of participation.

I've researched several literature written on human motivation, and summarized some of the salient drivers in a self explanatory model

Before participating actively in social media, one must have an intention of doing so. Even if you have the intention, sometimes the situational factors can cease you from actively participating in the community.

Your intention to participate can arise from either intrinsic factors or extrinsic factors.

Intrinsic motivation refers to motivation embedded in the action itself (comes within the individual), rather than from external rewards such as money or recognition. Intrinsic motivation comes from the pleasure of completing the task satisfactorily. On the other hand, extrinsic motivation refers to the motivation coming outside the individual. These are external factors such as money or recognition. For example, a person might engage in a certain action because of the monetary benefits that he could gain by completing the action. These rewards provide satisfaction and pleasure, that the action/task itself may not provide.

Personality of an individual plays a major role, whether he/she is motivated mostly by intrinsic factors or by extrinsic factors. A person with a highly extroverted personality, might be more likely to be motivated by factors like recognition, reciprocity, and affiliation, whereas a person with a more introverted personality might not be interested in such factors.

Defining Some of the Concepts in the Model

Altruism (as defined in Wikipedia) is selfless concern for the welfare of others.

Peter Kollock (1999) suggests, a person is motivated to contribute valuable information to the group in the expectation that one will receive useful help and information in return. Indeed, there is evidence that active participants in online communities get more responses faster to questions than unknown participants. He identifies three major reasons for why people actively participate in online communities. 

Anticipated reciprocity., A user is motivated to contribute to the community in the expectation that he will receive useful help and information in return.

Increased recognition., individuals want recognition for their contributions. The desire for prestige is one of the key motivations for individuals' contributions in an online community.

Sense of efficacy., Individuals may contribute because the act results in a sense that they have had some effect on the community.

Publisher: frances - 6:09 AM

Six Secrets of Engagement

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Why Read This Report? Do you have the answers? This report will give you the answers needed to develop a better, more cost effective social media and digital communication engagement in the cosmetic industry Enter your info above and download it today! Publisher: frances - 6:02 AM