Motivations,Consumption Emotions,and Temporal Orientations in Social Media Use: A Strategic Approach to Engaging Stakeholders Across Platforms |
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Authors: | Yan Jin Jhih-Syuan Lin Bob Gilbreath Yen-I Lee |
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Institution: | 1. Grady College of Journalism and Mass Communication, University of Georgia, Athens, Georgia, USA;2. Ahalogy, Cincinnati, Ohio, USA |
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Abstract: | How to engage stakeholders effectively with different social media platforms is an important topic in strategic communication research. Grounded in uses and gratifications theory, consumption emotion theory, and temporal orientation framework, this study conducted an online survey among social media users in the United States (N = 940) to examine how individuals’ motivations, emotions, and temporal orientations in social media use might differ by multi-platform usage groups (i.e., Facebook+Instagram users vs. Facebook+Pinterset users). Our findings indicate that Facebook+Instagram users focus more on self-status seeking and entertainment, while Facebook+Pinterest users are more information-seeking driven and future-oriented. In addition, more optimism is detected among Facebook+Pinterest users. Implications for strategic communication theory development as well as insights for organization-stakeholder engagement on social media are discussed. |
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