Why Customers Follow a Brand Page On Social Media; Investigating User Gratification, Social Identity
Mohamadreza Barfidokht, Mohsen Alvandi*, Mahyar Shahpouri Arani
Published in conference proceedings:
2nd International Conference on Challenges and New Solutions in Industrial Engineering, Management, and Accounting
https://en.civilica.com/doc/1244692/
This research examines why users choose to follow brand pages on social media, with a particular focus on user gratification and social identity. Rather than treating a follow as a simple marketing metric, the study looks at the social and psychological drivers behind that behavior.
The project contributes to understanding how digital audiences connect with brands in social environments. It helps frame brand-page engagement as a mix of identity, motivation, and expected value, which is useful for both researchers and practitioners working in digital marketing and consumer behavior.
Within the portfolio, this work represents the research side of social media analytics: not just measuring activity, but trying to understand the behavioral reasons behind it.