ABSTRACT
Social media has been defined as progressions of technological advancements which facilitate content creation and interaction by online consumers. Advertisers have increasingly adopted social media to build upon and maintain customer relationships, as users can create content in response to communication partners. Muntinga et al. refer to motivations as the incentives driving media use, which consequently influences aspects of a brand such as: website effectiveness, attitudes towards brands, and purchase behaviours. Okazaki and Taylor among other researchers highlight that overall, social media has not been a heavily researched topic in international advertising. Brands using social media to engage consumers have a greater opportunity to reach more consumers and increase likelihood of purchase intent, while brands which fail to integrate social media into their marketing campaigns are missing out on a valuable opportunity to reach customers. Brand accounts should be researched in order to establish how personal characteristics and different types of content may be related to different levels of engagement.
