University of Twente Student Theses
The Content Equation : A Mixed Methods Study on Exploring Platform Swinging, Consumer Motives, and Content Preferences on Social Media Among Higher Educated Young Adults
Glaser, H.C. (2024) The Content Equation : A Mixed Methods Study on Exploring Platform Swinging, Consumer Motives, and Content Preferences on Social Media Among Higher Educated Young Adults.
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| Abstract: | In today's content-saturated social media landscape brands are challenged to shift away from traditional advertising methods to captivate consumers' attention. Content marketing (CM) has emerged as a compelling solution, emphasizing the delivery of valuable content tailored to audience preferences. While previous research focused on single social media platforms, this study acknowledges the undeniable reality that users engage with multiple. Thus, it redirects the focus toward analyzing consumer behavior across various platforms and seeks to examine CM and its integrated layers, multi-platform usage, consumer motives, and content formatting. Through a mixed methods approach, 731 diary study entries were reported by 60 participants (Mage=22.27; 72%female) over one week, revealing widespread platform-swinging behavior, with Instagram as the predominant choice. Entertainment surfaced as the primary motivator for social media usage, while participants exhibited strong preferences for video-formatted content featuring authentic, informative, and hedonic attributes. Subsequently, an extension survey with additional 178 participants (Mage=23.60; 63%female) validated diary study results. The study identified the Media Richness Theory, Uses and Gratification Theory, and Content Formatting as foundational CM theories, leading to the development of a CM framework. This framework introduces concepts like Media Affordance Synthesis, Content Affordance Alignment, and User-Content Affinity, creating new grounds for future research. |
| Item Type: | Essay (Master) |
| Faculty: | BMS: Behavioural, Management and Social Sciences |
| Subject: | 05 communication studies |
| Programme: | Business Administration MSc (60644) |
| Link to this item: | https://purl.utwente.nl/essays/98760 |
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