Understanding Motivations Underlying Consumers' Social Media Usage: Implications for Digital Marketing Executives

Idris Bhuiya Akil and Nguyen Thi Hong
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Idris Bhuiya Akil: School of Statistics, Zhejiang Gongshang University, Hangzhou, China
Nguyen Thi Hong: School of Economics, Zhejiang Gongshang University, Hangzhou, China

International Journal of Science and Business, 2021, vol. 5, issue 4, 20-29

Abstract: The aim of this conceptual paper is to analyze and evaluate the important impetuses for consumers to use social media platforms. The study has made use of a conceptual model for elucidating the motivations for social media usage and what implications they have for contemporary businesses as they plan for the social media marketing strategies. An attempt has been made to come up with an effective platform where contemporary businesses would be able to design digital marketing strategies for taking advantage of social media as well as the unique ability offered by social media of generating one on one consumer relationship, targeting and engagement. For this purpose, 4C’s model (Connecting, Creating, Consuming, and Controlling) has been employed in order to put forward six major propositions pertaining to the different aspects in which motivations of consumers are driving them towards accomplishing their social media goals. Moreover, contemporary business scenarios have been utilized for validating all propositions. Further, these precise propositions intend to provide tools and insights for social media marketing managers of contemporary businesses as they evolve in and figure out the specific strategies to connect with their potential as well as existing consumers.

Keywords: Social media usage; social media marketing; digital marketing executives; consumer empowerment; consumer behaviour; contemporary businesses (search for similar items in EconPapers)
Date: 2021
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