Hedonic and utilitarian message characteristics in social networking sites. A qualitative approach
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Social Networking Sites (SNS) represents an area that is understudied, even though more and more companies consider this media when are building their marketing strategies. The purpose of this research is to identify the characteristics of two different approaches, hedonic and utilitarian. The sample consists in 73 typical users of SNS, aged between 21 and 23, 3rd year marketing students, chosen based on convenience. The research was conducted in Iași, a city located in the northeast region of Romania. Results show what characteristics a SNS message should have in order to be considered hedonic or utilitarian. This paper provides valuable starting points for configuring experimental designs in order to investigate SNS messages. It also gives some theoretical background for companies that need to build SNS message layouts in order to compare different communication strategies through split tests.
Abstract
Social Networking Sites (SNS) represents an area that is understudied, even though more and more companies consider this media when are building their marketing strategies. The purpose of this research is to identify the characteristics of two different approaches, hedonic and utilitarian. The sample consists in 73 typical users of SNS, aged between 21 and 23, 3rd year marketing students, chosen based on convenience. The research was conducted in Iași, a city located in the northeast region of Romania. Results show what characteristics a SNS message should have in order to be considered hedonic or utilitarian. This paper provides valuable starting points for configuring experimental designs in order to investigate SNS messages. It also gives some theoretical background for companies that need to build SNS message layouts in order to compare different communication strategies through split tests.
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