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The role of user autonomy in branding on social networking sites: A perspective of self-determination theory
Journal of Digital & Social Media Marketing,
8
(2),
166-183
(2020)
Abstract
Current social networking sites (SNSs) use a top-down or controlled system that does not allow users to choose the brand advertisements that appear on their personal pages. This mode of advertising is likely to be the chief contributor to low advertising effectiveness, low consumer–brand interaction, and low consumer engagement. Drawing on self-determination theory, this research investigates the role of consumer autonomy in branding on SNSs, specifically the influence of an autonomy-supportive platform on SNS satisfaction, advertisement evaluation and consumer attitude toward the brand advertised on the SNS. Two studies test the hypotheses regarding the main effect of the autonomy-supportive approach on the dependent variables, the mediation effects of three motives (perceived SNS autonomy, competence and relatedness), and the moderating effect of autonomy personality. The findings suggest that an autonomy-supportive platform meets consumers’ intrinsic needs for self-determination, leading to satisfaction with the SNS, improved advertisement evaluation and more positive attitudes toward the advertised brand. The results also confirm the mediation effects of the three motives and the moderating effect of consumer autonomy personality. Theoretical and managerial implications are discussed.
Keywords: autonomy-supportive approach; controlling; autonomy; competence; relatedness; personality; SNS satisfaction; ad effectiveness; brand attitudes
The full article is available to subscribers to the journal.
Author's Biography
Yujie Wei Yujie (Jack) Wei is Professor of Marketing of Marketing & Real Estate Department at the University of West Georgia. He received his doctoral degree in business administration with a major in marketing at Georgia State University. His research has appeared in many academic journals, including the Journal of Business Research, Journal of Advertising, Journal of Electronic Commerce Research, Journal of Promotion Management and Journal of Interactive Marketing. His research interests focus on social media marketing and e-commerce, marketing strategy and international marketing.
Naveen Donthu is Katherine S. Bernhardt Research Professor of Marketing and Distinguished Chairman of the Department of Marketing at Georgia State University. He received his PhD in marketing from the University of Texas at Austin. His work has appeared in such journals as the Journal of Consumer Research, Journal of Marketing, Journal of Marketing Research, Marketing Science and Journal of the Academy of Marketing Science. He is the Editor-in-Chief of the Journal of Business Research. His research areas include international marketing, digital and social media marketing, consumer behaviour and marketing strategy.
Chunling Yu is Associate Professor of Marketing at the Department of Marketing, School of Economics and Management, Tsinghua University. She received her PhD in marketing from Tsinghua University. Her work has been published in such international journals Journal of Advertising, Journal of Interactive Marketing, Journal of Brand Management, Journal of Product & Brand Management and Journal of Consumer Marketing. Yu’s research areas are strategic brand management, customer-based brand equity, consumer social interaction and word of mouth.
