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2021 | OriginalPaper | Buchkapitel

Consumers’ Motives for Visiting Social Media Brand Pages and Social Media Advertisements

verfasst von : E. Iliopoulou, A. Vlachvei

Erschienen in: Advances in Longitudinal Data Methods in Applied Economic Research

Verlag: Springer International Publishing

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Abstract

The aim of this study is to identify the main factors related to social media pages, social media content, and social media advertisements that attract consumers and motivate them to purchase brands. Data were collected using an online survey of 503 questionnaires. Factor analysis on the motives for visiting social media pages revealed five factors: information, social interaction, entertainment, remuneration, and contributing activities, while attractive content of social media pages has to do with Informational content, call to action, challenging content, and entertaining content. In terms of social media advertising, factor analysis revealed four factors: interactivity, relevance, performance expectancy, and information.

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Titel: Consumers’ Motives for Visiting Social Media Brand Pages and Social Media Advertisements
verfasst von: E. Iliopoulou
A. Vlachvei
Verlag: Springer International Publishing
Buch: Advances in Longitudinal Data Methods in Applied Economic Research
Print ISBN: 978-3-030-63969-3

Electronic ISBN: 978-3-030-63970-9

Copyright-Jahr: 2021
DOI: https://doi.org/10.1007/978-3-030-63970-9_34