Can we get from liking to buying? Behavioral differences in hedonic and utilitarian Facebook usage

Companies’ Facebook pages have emerged as a commonly used marketing channel and their importance as a sales channel is likely to increase. Details about consumers’ underlying motivations to use these pages need to be linked to their effect on the host company’s business. This study distinguishes between consumers’ hedonic and utilitarian motivations for using company-hosted Facebook pages and relates them to two types of community usage behavior: browsing and participation. The effects on variables closely linked to business performance are examined. Analysis of data collected from 1162 members of a travel agency’s Facebook page reveals that hedonic motivations indicate a higher propensity to participate in the community whereas utilitarian motivations relate more strongly to merely browsing the community page. The participating members, however, do not show intentions to buy from the host company or refer it to others, while the browsers do. For practitioners, the finding that hedonic community participants are needed to maintain the community, but that they are unlikely to profit the company, is crucial.

► Hedonic and utilitarian motivations for using company-hosted Facebook pages studied.
► Hedonic motivations lead to contribution, utilitarian to browsing.
► Browsing behavior relates to purchase and referral intentions.
► Contribution behavior relates to membership continuance intention.
► Contribution behavior needed to keep the browsers in the community.