Need Satisfaction From Interacting With People Versus Content: the Roles of Motivational Orientation and Identification With Social Media Groups

Donna Hoffman, UC Riverside, USA
Tom Novak, UC Riverside, USA
Drawing on self-determination theory, we evaluate how motivational orientation and the importance to identity of one’s online social groups influence how need satisfaction may emerge from one’s interactions with either people or content. A large sample study evaluated in a multilevel modeling framework provided support for three sets of hypotheses.
[ to cite ]:
Donna Hoffman and Tom Novak (2012) ,"Need Satisfaction From Interacting With People Versus Content: the Roles of Motivational Orientation and Identification With Social Media Groups ", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 203-208.