Young Customers Insight on Social Media Engagement

Abstract

The purpose of this research is to elucidate the role of social and motivational factors in young customers’ engagement in social media. The data were collected from 402 social media users working in multinational corporations of Gurgaon city, using purposive sampling technique. Confirmatory factor analysis (CFA) was performed to analyse the data. Study outcomes indicated that tie-strength is followed by social identity, hedonic motivation and utilitarian motivation and it leads to engagement of young consumers on social media. The study adds value to the marketing literature by elucidating the role of social and motivational factors in triggering young customers’ engagement on social media. However, the study is limited to young customers only; investigating how older and younger consumers interact with brands via social media can stimulate theoretical development as well as furnish potentially valuable strategic opportunities to brand managers. Also, scale needs to be tested across various countries to generalise its findings.

Keywords: Social Media Engagement, Tie-strength, Social Identity, Hedonic Motivation, Utilitarian Motivation

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