Brand followers’ motivations on social media: a comparative analysis across Twitter, Facebook, and Instagram

dc.contributor.advisorSiddiqui, Shakeelen
dc.contributor.authorAltundal, Sedcan
dc.date.accessioned2021-03-18T11:32:59Z
dc.date.available2021-03-18T11:32:59Z
dc.date.issued2020
dc.description.abstract2.5 billion people use Social Media (SM) worldwide (Meshi et al. 2019); 4 in 10 internet users say they follow their favourite brands on Social Media Platforms (SMPs) (Smith, 2020). This research investigates SM users’ primary motivations for following brand-pages on three of top 3 SMPs today: Twitter, Facebook, and Instagram. Through reviewing recent literature, 10 key motivations for brand-following on SM were identified. By surveying 18-44-year-old SM users, these motivations’ relevance and weightings are investigated for brand-following on Twitter, Facebook, and Instagram. Whether the weighting of these motivations change across these platforms is also examined. Different SMPs ‘own’ different motivations in their communications. The extent to which these owned motivations aligns with users’ motivations for brand-following on that platform, is explored. ‘Relationship Maintenance, ‘Information’, ‘Brand Affiliation’, ‘Opportunity Seeking’, ‘Convenience’, ‘Inspiration’, ‘Conversation’, and ‘Entertainment’ were relevant across the 3 platforms. Significant differences in motivations’ prominence, between at least 2 of the 3 SMPs, were found for 7 of these motivations. The study’s findings are discussed, providing insights for marketers and advertisers to enhance brands’ communication’s relevancy and efficiency on SMPs.en
dc.identifier.citationAltundal, S. (2021). Brand followers’ motivations on social media: a comparative analysis across Twitter, Facebook, and Instagram Masters Thesis, Dublin Business School.en
dc.identifier.urihttps://esource.dbs.ie/handle/10788/4118
dc.language.isoenen
dc.publisherDublin Business Schoolen
dc.rightsItems in Esource are protected by copyright. Previously published items are made available in accordance with the copyright policy of the publisher/copyright holder.en
dc.rights.holderCopyright: The authoren
dc.rights.urihttp://esource.dbs.ie/copyrighten
dc.subjectSocial mediaen
dc.titleBrand followers’ motivations on social media: a comparative analysis across Twitter, Facebook, and Instagramen
dc.typeThesisen
dc.type.degreelevelMScen
dc.type.degreenameMSc in Digital Marketingen
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