Department(s)

Business Administration

Document Type

Article

Version Deposited

Published version

Publication Date

2024

Keywords

Communication Theory, consumer behavior, consumer psychology, Consumer Psychology, customer experience, customer insight, marketing communication, Mass Communication, Social media marketing

Abstract

This study provides the first investigation of the complete group of variables in the expanded theory of uses and gratifications on consumer engagement in an all-service social media platform. Consumer engagement is measured both from a psychological state and behavioral perspective, an approach which is important since the antecedent variables in uses and gratifications theory have both psychological and behavioral manifestations. A survey is conducted in Mainland China on WeChat with 805 respondents. Antecedent variables and consumer engagement are measured using previously validated scales. Regression analyses find that the antecedent variables of entertainment, integration/social interaction, personal identity, information, remuneration, and empowerment are significantly associated with consumer engagement on WeChat. Age and gender relationships are also explored in correlation and regression analyses, with associations strongest among males and older groups. The results give added support to the relevance of the uses and gratifications theoretical framework.

Publication Title

Cogent Business and Management

E-ISSN

23311975

Volume

11

Issue

1

DOI

10.1080/23311975.2024.2389252

Comments

Publication can be accessed at this link: https://10.1080/23311975.2024.2389252

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