The article by Saridakis, Baltas, Oghazi, and Hultman (2016) is an attempt to understand why social media users participate in conversations that promote particular brands. With the growth of high-speed social network sites, many companies have taken it as a platform to advertise their products and companies. The article adds onto Muntinga, Moorman, and Smit (2011) who proposed to achieve this objective, the companies must rely on the goodwill of the social media users to interact with the marketing market. Concisely, the article focuses on how well marketers can understand social media motivation and tap into it to promote their brand.
Research Variables, Research Questions, and Hypotheses
The study into what motivates social media users to engage with marketing content is guided by research variables, research question, and hypotheses. The study rides on two research variables, which include the motivation behind brand-related social media use and its impact on companies that take t these platforms for marketing purposes (Saridakis et al., 2016). The research question that guides the study is ‘What motivates social media users to create, consume, and contribute to brands and products campaigns. The study rides on the hypotheses that marketers can only tap into the potential that with social media users if they understand what influences them to interact with brands on social media platforms.
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How the Variables, Research Question/S, And Hypotheses Align in the Study
The variables, research question, and hypothesis align with the study as they help establish the motivation behind social media users’ interaction with brands. The article recognizes the impact that social media platforms have on companies’ marketing strategies. According to Voorveld, Noort, Muntinga, and Bronner (2018), marketers ought to engage with consumers to ensure that they harness social media platforms to get out their marketing messages. In particular, the study is an attempt to study online consumers’ behaviors for marketers to come up with client-specific products and services.
Purpose of the Variables, Research Question/S, and Hypotheses in Research
Variables, research questions and play a crucial role in the life of any particular research study. Research variables offer an insight into the causal-effect relationship between certain aspects of the independent and dependent research variables. According to Achari (2014), research questions help the researcher to have a focus on where the research study starts and where it will end. On the other hand, hypotheses in research enable the researcher to have a specific direction and an informed understanding concerning the subject matter under study (Achari, 2014). Additionally, hypotheses help the researcher to have a focused and careful data analysis which falls within the research parameters.
References
Achari, P. D. (2014). Research Methodology: A Guide to Ongoing Research Scholars in Management . Washington: Horizon Books.
Muntinga, D. G., Moorman, M., & Smit, E. G. (2011). Introducing COBRAs: Exploring motivations for brand-related social media use . International Journal of Advertising, 30, 13–46.
Saridakis, C., Baltas, G., Oghazi, P., & Hultman, M. (2016). Motivation recipes for brand-related social media use: A Boolean—fsQCA approach . Psychology & Marketing, 33 (12), 1062–1070.
Voorveld, H. A. M., Noort, G., Muntinga, D, G., & Bronner, F. (2018). Engagement with social media and social media advertising: The differentiating role of platform type. Journal of Advertising, 47 (1), 38-54.
