کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
5109776 1377718 2016 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
The generation of virtual needs: Recipes for satisfaction in social media networking
ترجمه فارسی عنوان
نسل نیازهای مجازی: دستور العمل برای رضایت در شبکه های اجتماعی رسانه ای
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی
Successful social media networks motivate people to engage in behaviors that speak to their most basic psychological needs through citizenship in a virtual society. These environments provide individuals with the ability to build relationships (relatedness), exercise competence, and express autonomy. Recipes for satisfying these basic needs are vital to the success of virtual societies. This research contributes to existing literature by framing social media interaction using the self-determination theory (SDT); the study analyzes a sample of 570 social networking participants using the generations of baby boomers, generation X, and millennials with fuzzy set qualitative comparative analysis (fsQCA). Findings indicate that affinity, belonging, interactivity, and innovativeness are all base expectations for social media networking usage, depending on the generational cohort. Indeed, understanding the motivational needs of unique generational cohorts allows marketers to more effectively design precise adaptive strategies for their social media, which can impact engagement and thereby loyalty.
ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 69, Issue 11, November 2016, Pages 5248-5254
نویسندگان
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