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Social Media Activities: Understanding What Consumers Do in Social Media
Abstract
Consumers are increasingly consuming, participating, contributing, and sharing different types of online content. This is influencing the marketing activities traditionally controlled and performed by companies. The aim of this chapter is to conceptualize the activities consumers perform in social media. Social media denote content created by individual consumers such as online ratings or verbal reviews, online message boards/forums, photos/video sites, blogs, tags, and social networking sites. A conceptual framework for consumers' social media activities is developed and qualitatively substantiated. Social media activities are based on the motives for the activities, including information, social connection, and entertainment. The chapter contributes to research on social media and online communities by describing user behavior and motivations related to the user-created services. Managerially, the study deepens the understanding of different challenges related to users' activities on social media and the motivations associated with those activities.
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