Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands

Volume: 34, Issue: 1, Pages: 412 - 424
Published: Feb 1, 2017
Abstract
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. Applying uses and gratifications theory (UGT), this study examined...
Paper Details
Title
Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands
Published Date
Feb 1, 2017
Volume
34
Issue
1
Pages
412 - 424
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