Feelings and Functionality in Social Networking Communities: A Regulatory Focus Perspective

Document Type

Article

Publication Date

3-18-2019

Publication Title

Psychology and Marketing

Volume

36

Issue

7

First page number:

675

Last page number:

686

Abstract

A sense of community is vital to the sustainability of both face‐to‐face and virtual communities. In this study, we use a mixed methods design to study the motivations that lead to satisfaction in a social media network. In Study 1, we semantically analyze the qualitative comments from a survey regarding the reasons for using social networks (n = 237). Consistent with the literature, the results identify two categories of underlying motivations—hedonic (feelings) and utilitarian (functionality). With these results, we apply regulatory focus theory in Study 2 to propose a structural equation model ( n = 622). This model differentiates between the experiences of promotion‐ and prevention‐focused individuals with social networking based on the core elements of feelings versus functionality . Our findings indicate that a sense of belonging and emotional connection are key hedonic elements and are more relevant for promotion‐focused individuals. For prevention‐focused individuals, the utilitarian and functional aspects of interactivity (influence) and innovativeness (risk) are more important in influencing satisfaction with a social network. Overall, positive and innovative user experience with a social media network requires the creation of an emotional connection, the existence of interactivity between members, and the cultivation of a sense of belonging.

Keywords

Hedonic and utilitarian element; Regulatory focu; Sense of virtual communit; Social network satisfaction; Social networking

Disciplines

Communication | Hospitality Administration and Management | Marketing

Language

English

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