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

E. Iliopoulou and Aspasia Vlachvei
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E. Iliopoulou: University of Western Macedonia

A chapter in Advances in Longitudinal Data Methods in Applied Economic Research, 2021, pp 493-507 from Springer

Abstract: 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.

Keywords: Social media motivations; Social media content; Social media advertisements (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1007/978-3-030-63970-9_34

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