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Uncovering the role of social motivational factors as a tool for enhancing brand-related content

Muhammad Naeem (Worcester Business School, University of Worcester, Worcester, UK)

Qualitative Market Research

ISSN: 1352-2752

Article publication date: 5 May 2020

Issue publication date: 2 June 2020




This paper aims to identify the social motivational factors that can enhance brand-related content across social networking platforms (SNPs). It examines how brands can enhance motivation to create and exchange brand stories for existing and target customers.


The study followed an interpretivist approach and collected data from 40 customers of 5 top apparel brands based in the UK using non-directive and semi-structured interviews. The respondents were chosen using purposive sampling and thematic analysis was undertaken using the NVivo 11 Plus software.


The findings highlight various social motivational factors that can inspire the creation, sharing and exchange of brand-related content using SNPs. These include social responsibility, staying connected, inspiration from others, opinion leaders and recognition, optimal decision-making, inspiring or disheartening experience of the brand and emotional connection with the brand. People’s purchase decisions are strongly influenced by close friends, local online community groups, opinion leaders and other credible sources. Moreover, the respondents reported having more trust in shared consumer experiences than company advertisements and other marketing tactics.

Research limitations/implications

The findings of this research will be beneficial for organizations, brand managers and marketing teams, offering insights into how stakeholders can enhance brand-related content on SNPs. The findings also show that online local communities on Facebook and expert opinions are the most significant factors in enhancing brand-related content, social engagement and purchase decisions.


There is limited literature on why people are motivated to create and exchange brand-related content, especially in the context of the apparel industry. The study offers insights into how brands can create motivation for enhancing brand-related content in ways that are recognized as a cheap and highly effective way of advertising, influencing pre-purchase information, purchase decisions and social engagement on the part of SNP users.



Naeem, M. (2020), "Uncovering the role of social motivational factors as a tool for enhancing brand-related content", Qualitative Market Research, Vol. 23 No. 2, pp. 287-307.



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