Exploring the Business Potential of Social Media: An Utilitarian and Hedonic Motivation Approach
نویسندگان
چکیده
Adoption of Social Media (SM) has been growing in an incremental manner over the past few years. In their attempt to capitalize from the large user base present on such websites, business executives have been piloting different approaches in order to gain a competitive edge and promote their products and services to consumers. Research however, has been lagging in this direction. This study examines utilitarian and hedonic motivations of consumer engagement in the context of social media. Partial Least Squares (PLS) modelling techniques were applied on data obtained from 115 SM users to identify the impact that such sites have on commerce. Results indicate that specific aspects trigger Utilitarian (Convenience and Product Selection) and Hedonic (Idea and Adventure) motivations which in sequence impact user intention to browse products on such mediums.
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