All Social Media Is Not Created Equal

Marlene Towns, Georgetown University, USA
Jay Legaspi, Georgetown University, USA
Tess Bradford, Bank of America
Given marketers’ frequent use of a single social media strategy across platforms, the current findings demonstrate a need for separate strategies based on platform used and how and why consumers use each platform (particularly Facebook and Twitter). Individual difference measures and motives are examined for their effects on platform choice.
[ to cite ]:
Marlene Towns, Jay Legaspi, and Tess Bradford (2014) ,"All Social Media Is Not Created Equal", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 814-814.