From campfire to coliseum: motivations for using social networks

Abstract

Purpose Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage. Design/methodology/approach The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software. Findings Two new drivers for SN use are proposed, namely, competition and collective narrative. Research limitations/implications This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables. Practical implications This paper offers SN managers a deeper understanding of key growth drivers for these media. Social implications This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage. Originality/value This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.

Exploring the evolution of consumer attitude from followers to brand enthusiasts: an experiential learning perspective on social media

“…Social media provides a versatile platform to engage consumers interested in a particular product Exploring the evolution of consumer or brand (Harmeling et al, 2017;Lima et al, 2019;Marmat, 2021) and allows businesses to interact with users by sharing messages, pictures, referrals and videos (Arli, 2017;Gautam and Sharma, 2017). Many companies have attracted millions of fans or followers on X, Facebook, Instagram and YouTube, enabling them to connect with customers and influence stakeholders, constituencies and the public (Buccoliero et al, 2020;Chimenti et al, 2021;Giamanco and Gregoire, 2012). These companies provide various types of content to engage their followers, expecting them to learn their brand stories, missions and values, appreciate their products and become loyal consumers (Gruber et al, 2015;Wang et al, 2020).…”