Branding with social media: User gratifications, usage patterns, and brand message content strategies
作者：
Highlights：
• We examine differences in gratifications between SNSs and microblogs.
• We compare the effect of brand content strategies across social media.
• SNS users are motivated by social interaction need.
• Microblog users are motivated by self-expression and information-seeking need.
• Each social medium has unique potentials for bonding customers with brands.
摘要
•We examine differences in gratifications between SNSs and microblogs.•We compare the effect of brand content strategies across social media.•SNS users are motivated by social interaction need.•Microblog users are motivated by self-expression and information-seeking need.•Each social medium has unique potentials for bonding customers with brands.
论文关键词：Social media branding,Uses and gratifications,Social networking systems,Microblog
论文评审过程：Received 19 March 2016, Revised 9 June 2016, Accepted 15 June 2016, Available online 24 June 2016, Version of Record 24 June 2016.
论文官网地址：https://doi.org/10.1016/j.chb.2016.06.022
