{"id":{"repo_id":"bournemouth","oai_identifier":"oai:eprints.bournemouth.ac.uk:30263"},"canonical_url":"https://search.dev.ndltd.org/etd/bournemouth/oai:eprints.bournemouth.ac.uk:30263","repository":{"repo_id":"bournemouth","name":"University of Bournemouth","base_url":"http://eprints.bournemouth.ac.uk/cgi/oai2"},"display":{"title":"To post or not to post: examining motivations of brand/product-related engagement types on social networking sites.","abstract":"At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage. A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method. The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing.","abstract_html":"At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage. A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method. The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing.","abstract_has_math":false,"creators":["Yesiloglu, Sevil"],"institution":"Bournemouth University","degree_name":null,"degree_level":"doctoral","degree_discipline":null,"degree_department":null,"school":null,"contributors":[],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2018,"date_issued":"2018-01","date_published":"2018-01","updated_at":"2026-07-24T01:12:38Z","subjects":[],"languages":["en"],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":null,"outbound_label":null,"outbound_source":null},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:creator","label":"Author","values":["Yesiloglu, Sevil"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date","label":"Dc Date","values":["2018-01-22"]},{"key":"dc:date.issued","label":"Date","values":["2018-01"]},{"key":"dc:publisher.department","label":"Dc Publisher Department","values":["Faculty of Management"]},{"key":"dc:publisher.institution","label":"Dc Publisher Institution","values":["Bournemouth University"]},{"key":"dc:relation.isreferencedby","label":"Dc Relation Isreferencedby","values":["https://eprints.bournemouth.ac.uk/30263/"]},{"key":"dc:type","label":"Dc Type","values":["Thesis"]},{"key":"dc:type.qualificationlevel","label":"Dc Type Qualificationlevel","values":["doctoral"]}]},{"id":"language_rights","label":"Language and Rights","entries":[{"key":"dc:language","label":"Dc Language","values":["en"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier.uri","label":"Identifier URI","values":["https://eprints.bournemouth.ac.uk/30263/1/YESILOGLU%2C%20Sevil_Ph.D._2017.pdf"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage. A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method. The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing."]},{"key":"dc:format","label":"Dc Format","values":["application/pdf"]},{"key":"dc:title","label":"Title","values":["To post or not to post: examining motivations of brand/product-related engagement types on social networking sites."]}]}],"canonical_facts":{"dc:creator":["Yesiloglu, Sevil"],"dc:date":["2018-01-22"],"dc:date.issued":["2018-01"],"dc:description.abstract":["At present, consumers use social networking sites to engage with brands and brand related content, this study examines consumers’ motivations for brand/product- related engagement on social networking sites. This thesis develops three motivation frameworks to explain each brand/product-related engagement type: consuming, contributing and creating. The main objectives are: 1) to understand what motivates consumers to engage with different brand/product-related posts on social networking sites, and 2) to understand the relationship between brand/product-related engagement types and social networking sites usage. A mixed-methods approach is employed through establishing exploratory sequential research design. First, consumers’ motivations drawn from psychology and brand/product-related engagement literature are defined through using semi- structured interviews (N=12) in order to define the factors behind each brand/product-related engagement type on social networking sites. Then, the findings of semi-structured interview analysis lead to the development of web-based questionnaires. Web-based online questionnaires (N= 225) were conducted in order to examine motivations of each brand/product-related engagement type on social networking sites and the relationship between brand/product-related post engagement and social networking site usage. A survey of 225 respondents was conducted and analysed using quantitative method. The findings shed light on the reasons behind consumers’ brand/product-related engagement types (e.g. consuming contributing, creating) on social networking sites, and the relationship between consumers’ social media site usage and brand/product- related engagement behaviour. A key contribution of this thesis is to construct five models: 1) a motivation framework for consuming brand/product-related posts from brands which aims to explain what motivates consumers to consume (e.g. read, view) brand/product-related posts from brands; 2) a motivation framework for consuming brand/product-related posts from other people; 3) a motivation framework for contributing brand/product-related posts from brands and other people that examines factors behind consumers’ contribution behaviour to brand/product- related posts through sharing, commenting, liking, favouriting, tagging, etc; 4) a motivation framework examining the motives of consumers for creating positive brand/product-related posts on social networking sites; and 5) a motivation framework defining the motives of consumers to create negative brand/product-related posts on social networking sites. The findings also define brand/product-related engagement types and social networking site usage. The relationship between social networking site usage and brand/product-related engagement is only found for two engagement types: consuming and contributing."],"dc:format":["application/pdf"],"dc:identifier.uri":["https://eprints.bournemouth.ac.uk/30263/1/YESILOGLU%2C%20Sevil_Ph.D._2017.pdf"],"dc:language":["en"],"dc:publisher.department":["Faculty of Management"],"dc:publisher.institution":["Bournemouth University"],"dc:relation.isreferencedby":["https://eprints.bournemouth.ac.uk/30263/"],"dc:title":["To post or not to post: examining motivations of brand/product-related engagement types on social networking sites."],"dc:type":["Thesis"],"dc:type.qualificationlevel":["doctoral"]},"updated_at":"2026-07-24T01:12:38Z"}