Communication management 2.0

Christopher Hendrik Ruehl, Diana Ingenhoff
2017 Journal of Communication Management  
Purpose -The purpose of this paper is to investigate how and why individuals use corporate pages on Facebook with the aim of developing a usage-specific inventory of incentive factors which describe brand page utilization for consumption, participation and production behavior. Design/methodology/approach -A combined perspective of uses-and-gratifications (U&G) and social cognitive theory (SCT) was applied to develop three models of brand page behavior. Based on a literature review, an online
more » ... vey (N ¼ 215) was conducted. Exploratory factor analyses identified motivational factors based on SCT incentive dimensions, which were cross-validated using confirmatory factor analysis (CFA). Findings -Results indicate that consumption behavior can best be explained by activity, self-reactive-novel and monetary incentives. Status incentives, practical-novel and self-reactive-idealistic incentives drive participation. Production behavior is best explained by social, self-reactive and status incentives. Practical implications -The models' strategic implications for integrated communication management are discussed. Originality/value -The results suggest interconnections of incentive dimensions unique to brand page usage, which have not yet been explored in any research.
doi:10.1108/jcom-07-2016-0056 fatcat:snpglivdejhe3fhncotlhjs474