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Communication management 2.0

Communication management 2.0 PurposeThe purpose of this paper is to investigate how and why individuals use corporate pages on Facebook with the aim of developing a usage-specific inventory of incentive factors which describe brand page utilization for consumption, participation and production behavior.Design/methodology/approachA combined perspective of uses-and-gratifications (U&G) and social cognitive theory (SCT) was applied to develop three models of brand page behavior. Based on a literature review, an online survey (N=215) was conducted. Exploratory factor analyses identified motivational factors based on SCT incentive dimensions, which were cross-validated using confirmatory factor analysis (CFA).FindingsResults indicate that consumption behavior can best be explained by activity, self-reactive-novel and monetary incentives. Status incentives, practical-novel and self-reactive-idealistic incentives drive participation. Production behavior is best explained by social, self-reactive and status incentives.Practical implicationsThe models’ strategic implications for integrated communication management are discussed.Originality/valueThe results suggest interconnections of incentive dimensions unique to brand page usage, which have not yet been explored in any research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Communication Management Emerald Publishing

Communication management 2.0

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1363-254X
DOI
10.1108/JCOM-07-2016-0056
Publisher site
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Abstract

PurposeThe purpose of this paper is to investigate how and why individuals use corporate pages on Facebook with the aim of developing a usage-specific inventory of incentive factors which describe brand page utilization for consumption, participation and production behavior.Design/methodology/approachA combined perspective of uses-and-gratifications (U&G) and social cognitive theory (SCT) was applied to develop three models of brand page behavior. Based on a literature review, an online survey (N=215) was conducted. Exploratory factor analyses identified motivational factors based on SCT incentive dimensions, which were cross-validated using confirmatory factor analysis (CFA).FindingsResults indicate that consumption behavior can best be explained by activity, self-reactive-novel and monetary incentives. Status incentives, practical-novel and self-reactive-idealistic incentives drive participation. Production behavior is best explained by social, self-reactive and status incentives.Practical implicationsThe models’ strategic implications for integrated communication management are discussed.Originality/valueThe results suggest interconnections of incentive dimensions unique to brand page usage, which have not yet been explored in any research.

Journal

Journal of Communication Management – Emerald Publishing

Published: May 2, 2017

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