What drives me there? The interplay of socio-psychological gratification and consumer values in social media brand engagement
基于713名Facebook用户的调查，研究了社会心理满足变量（感知同质性、感知临界质量、自我地位寻求）与消费者价值观如何共同驱动社交媒体品牌参与，对营销人员理解用户动机有参考价值。
The social behavioral perspective is under-researched in the extant literature. This hinders the holistic understanding of social media brand engagement. This study examines the interplay of socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) and consumer values (personal, interpersonal, and fun) on consumer participation in social media brand engagement. The conceptual model in this study is situated on the principles of Uses and Gratifications, Critical Mass, Homophily, and Values theories. Based on an online survey of 713 Facebook users, we examine the model using structural equation modeling (with Amos 23.0). The analysis disclosed insights on the interplay of motivational factors that underlie social media brand engagement. Our findings suggest that socio-psychological gratification variables (perceived homophily, perceived critical mass, and self-status seeking) drive consumers’ engagement with brand pages and brand communities on social media. This relationship is strengthened by the consumer values. These insights serve as an important basis for researchers and practitioners to understand social media brand engagement and its outcomes.