Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (i) social influence, (ii) search for information, (iii) entertainment, (iv) trust and (v) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (i) ‘brand detached’, (ii) ‘brand profiteers’, (iii) ‘brand companions’ and (iv) ‘brand reliants’. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Motivations to interact with brands on Facebook – Towards a typology of consumer–brand interactions

In recent years, Facebook and other social media have become key players in branding activities. However, empirical research on consumer–brand interactions on Facebook is still in its infancy. Therefore, the aim of this research is to provide additional insights to brand managers on how to adapt their approaches to increase consumers’ interactions with brands on Facebook. In this study, we apply the uses and gratification theory proposed by Katz (1959) to develop a new typology of consumers based on consumer motivations to interact with brands on Facebook, and explore the type and intensity of these interactions. We identify five main motivations that might influence consumers’ interactions with a brand on Facebook: (1) social influence, (2) search for information, (3) entertainment, (4) trust and (5) reward. Building on these five motivations, a classification using clustering techniques reveals four different groups of consumers: (1) “brand detached”, (2) “brand profiteers”, (3) “brand companions” and (4) “brand reliants”. Our results provide valuable and applicable insights for social media marketing activities, which will assist brand managers to develop strategies for effectively reaching and influencing the most desirable groups of consumers.

Poly(vinyl alcohol) with sulfonic acid groups as catalyst for the alpha-pinene alkoxylation

The alkoxylation of a-pinene was carried out over poly(vinyl alcohol) containing sulfonic acid groups, as catalyst. The main product of a-pinene alkoxylation was a-terpinyl methyl ether being also formed bornyl methyl ether, fenchyl methyl ether, limonene and terpinolene as by-products. The absorption band at 1037 cm-1 in the FTIR spectrum of PVA_SSA40 (PVA membrane containing 40% of –OH groups esterified with SSA) which does not appear in the spectrum of PVA, indicates the presence of the sulfonic acid groups. The catalytic activity of PVA with sulfonic acid groups increases when the amount of sulfosuccinic acid used in the polymer crosslinking is increased from 5% to 40%. However, when the crosslinking degree increases from 20% to 40%, the conversion of a-pinene increases only slightly. Good values of selectivity to a-terpinyl methyl ether were obtained over poly(vinyl alcohol) with sulfonic acid groups. A simple kinetic model, which fits experimental concentration data quite well, was developed.