Social media engagement behaviour: a uses and gratifications perspective

Dolan, Rebecca; Conduit, Jodie; Fahy, John; Goodman, Steve

doi:10.1080/0965254x.2015.1095222

Cited by 518 publications

(574 citation statements)

References 47 publications

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“…Given the new possibilities provided for customers' empowerment, social media has become one of the main channels through which consumers engage and interact with brands (Dolan, Conduit, Fahy, & Goodman, 2016). While certain conceptualizations of engagement focus on its multidimensional nature (e.g.…”

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

“…Brodie, Hollebeek, Juric, & Ilic, 2013;Dessart, Veloutsou, & Morgan-Thomas, 2016;Hollebeek, Glynn, & Brodie, 2014), others have defined it with reference to specific customer activities or patterns (e.g. Dolan et al, 2016;vanDoorn et al, 2010;Schivinski et al, 2016). As such, vanDoorn et al (2010) define CEB as 'customers' behavioural manifestations toward a brand or firm, beyond purchase, resulting from motivational drivers' (p. 254).…”

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

“…Consumption covers activities associated with a minimum level of engagement such as viewing brand-related posts, clicking on content or reading reviews others post, without actively participating (Dolan et al, 2016). This is the most frequent type of activity (Muntinga et al, 2011).…”

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

See 2 more Smart Citations

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

215

144

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Sport fans develop unique and engaging relationships with their favourite sport teams, both offline and online. However, research on sport fan engagement is still limited in relation to social media. The purpose of this research is to understand why and how sport fans engage with clubs on social media. Following the Uses and Gratifications approach and the Consumers' Online Brand-Related Activities framework, seven motivations (Information, Entertainment, Personal Identity, Integration and Social Interaction, Empowerment, Remuneration and Brand Love) and three dimensions of online engagement behaviours (Consumption, Contribution and Creation) were considered. A web-based survey was conducted among football club fans of a major UEFA league on Facebook, resulting in 562 responses. The need for Information, Empowerment and Brand Love mainly drive Consumption, Contribution and Creation, respectively, while the need for Integration and Social Interaction emerged as the second most important motivation overall. This study contributes to the emerging research on social media use in the sport marketing literature, thus revealing additional opportunities for managers to engage their fan base online.

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Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

Section: Social Media Engagement Behaviours: the Cobra Frameworkmentioning

confidence: 99%

See 1 more Smart Citation

Social media and sports: driving fan engagement with football clubs on Facebook

Vale

Fernandes

2017

Journal of Strategic Marketing

215

144

View full text Add to dashboard Cite

show abstract

“…Bowden, 2009;Brodie, Hollebeek, Ilic, & Juric, 2011;Van Doorn et al, 2010). Key contributions attained in the area include the development of particular CE and theoretically related conceptualisations, including 'customer brand engagement' (Hollebeek, 2011a(Hollebeek, , 2011b(Hollebeek, , 2013, 'media engagement' (Calder, Malthouse, & Schaedel, 2009), 'audience engagement' (Scott & Craig-Lees, 2010), 'customer engagement behaviours' (Jaakkola & Alexander, 2014), 'brand engagement in self-concept' (Sprott, Czellar, & Spangenberg, 2009) and 'social media engagement behaviour' (Dolan, Conduit, Fahy, & Goodman, 2016). While the proposed conceptualisations are subject to specific theoretical differences, they predominantly reflect a focal individual's psychologically based willingness to invest in the undertaking of focal interactions with particular engagement objects (e.g.…”

Section: Strategic Drivers Anticipated and Unanticipated Outcomes Ofmentioning

confidence: 99%

Strategic drivers, anticipated and unanticipated outcomes of customer engagement

Hollebeek

Conduit

Brodie

2016

Journal of Marketing Management

Self Cite

157

142

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“…In the sixth paper titled 'Social Media Engagement Behaviour: A Uses and Gratifications Perspective ' Dolan, Conduit, Fahy, & Goodman, (2015) proceed by reporting on an investigation into the engagement construct within the social media context. Specifically, the authors develop a theoretical model, which explicates the role of social media content in facilitating engagement behaviour within the social media context.…”

mentioning

confidence: 99%