Motives behind Networking on Social Media and Subsequent Gossip Propensity: A Causal Analysis

Erum Nadeem, Paras Shehzad, Zubair Azam

Abstract


Research study aims to investigate the nature, strength and direction of associations between motives of using social networking sites and gossip propensity. Data was collected from 240 customers through convenience sampling. Instrument was adapted from existing body of knowledge. Multiple regression and structural equation modeling was performed to quantify the associational relationships. Hypotheses claiming relationship between Motives of social media usage and gossip propensity are proved. Results indicate positive and direct change being caused in gossip propensity by four motives of social media usage. This study offers new empirical support for the proposition that individuals who use social media tend to actively participate in gossiping about brands, companies, incidents and individuals. As such, findings from this study aspires managers to develop social media strategies to increase brand buzz, referral value and net-promoter score.


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DOI: https://doi.org/10.5296/jmr.v8i3.9386

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