ترویج استفاده از فیس بوک، توییتر، اینستاگرام یا اسنپ چت برای دنبال کردن مارک ها: تأثیر مدرن مقایسه، اعتماد، قدرت کراوات و شباهت شبکه در شناسایی نام تجاری، تعامل با نام تجاری، تعهد برند و اهمیت عضویت

Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram users scored highest for showing affection, following fashion, and demonstrating sociability. Twitter users had highest brand community identification and membership intention, while Instagram users had highest brand community engagement and commitment. Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Implications for future research on SNS users’ goal-directed consumption behaviors are discussed.