From campfire to coliseum: motivations for using social networks

• Published in: Qualitative market research Vol. 24; no. 5; pp. 610 - 631
• Main Authors: Chimenti, Paula Castro Pires de Souza, Rodrigues, Marco Aurelio de Souza, Carneiro, Marcelo Guedes, Campos, Roberta Dias
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 27-10-2021; Emerald Group Publishing Limited
• Subjects: Computer & video games; Gamification; Social networks; Competition; Flow theory; Gamification; Social media; Social network use
• ISSN: 1352-2752; 1758-7646
• DOI: 10.1108/QMR-12-2019-0130

Purpose
Through a literature review, a gap has been identified regarding the role of competition as a driver of social network (SN) usage. This study aims to design to address this gap, seeking motivators for SN usage based on how SN consumption may be related to users’ experience of competition. Therefore, the purpose of this study is to investigate the influence of competition in social media usage.
Design/methodology/approach
The authors used an exploratory qualitative approach, conducting a set of focus groups with young social media users. Data was analyzed with software.
Findings
Two new drivers for SN use are proposed, namely, competition and collective narrative.
Research limitations/implications
This is an exploratory study, and it does not seek to generalize results or quantify causal relationships among variables.
Practical implications
This paper offers SN managers a deeper understanding of key growth drivers for these media.
Social implications
This research can help society understand and debate the impacts of SNs on users’ lives, providing insights into drivers of excessive usage.
Originality/value
This paper proposes the following two SN usage drivers yet to be described in the literature: competition and collective narrative.