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Consumer motivations to disclose information and participate in commercial activities on Facebook

Mark Ng
한국마케팅과학회 (Korean Scholars of Marketing Science)|2014.09|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제24권 제4호|pp. 365-383|DOI http://dx.doi.org/10.1080/21639159.2014.949372

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키워드

social mediaFacebookinformation disclosurecommercial activity商业活动社交媒体consumer motivation消费者动机公开信息
주제분류경영학

초록

The prevalence of social media use has significantly expanded the landscape ofmarketing communication and brand community management. Currently, variousinternational brand players are beginning to develop ways of communicating with theircustomers on social media. This study focuses on the marketing applications of socialmedia by examining the key motivations influencing the disclosure of personalinformation and participation in commercial activities of Facebook users in HongKong. The 566 responses were analyzed using descriptive statistics, reliability analysisand structural equation modeling. The results support most of our hypotheses,suggesting that perceived convenience of maintaining relationships, enjoyment ofactivities, self-presentation, social presence, and perceived risks of privacy invasionhave significant impacts on users’ self-disclosure on Facebook and participation incommercial activities. The findings contribute to the literature on internet consumerbehavior and have implications for the use of social media tools in marketing

Abstract

The prevalence of social media use has significantly expanded the landscape ofmarketing communication and brand community management. Currently, variousinternational brand players are beginning to develop ways of communicating with theircustomers on social media. This study focuses on the marketing applications of socialmedia by examining the key motivations influencing the disclosure of personalinformation and participation in commercial activities of Facebook users in HongKong. The 566 responses were analyzed using descriptive statistics, reliability analysisand structural equation modeling. The results support most of our hypotheses,suggesting that perceived convenience of maintaining relationships, enjoyment ofactivities, self-presentation, social presence, and perceived risks of privacy invasionhave significant impacts on users’ self-disclosure on Facebook and participation incommercial activities. The findings contribute to the literature on internet consumerbehavior and have implications for the use of social media tools in marketing

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