Motivational Factors Of Narcissistic Millennials To Participate In Social Commerce
(2017) BUSN39 20171Department of Business Administration
- Abstract
- Title: Motivational factors of narcissistic millennials to participate in social commerce
Seminar date: 31th May 2017
Course: BUSN39 Business Administration: Global Marketing
Authors: Lisanne Gauw & Lisa Niesen Supervisor: Veronika Tarnovskaya
Key Words: Social commerce, narcissism, social media, e-commerce, millennials,
narcissistic traits, motivational factors, motivation theories
Thesis purpose: The purpose of this research was to examine the influence of narcissistic
traits on millennial’s motivational factors to participate in social commerce. More
specifically, the study aimed to contribute with new insights to existing consumer
motivation theories regarding participation in social commerce.
Methodology: This thesis... (More) - Title: Motivational factors of narcissistic millennials to participate in social commerce
Seminar date: 31th May 2017
Course: BUSN39 Business Administration: Global Marketing
Authors: Lisanne Gauw & Lisa Niesen Supervisor: Veronika Tarnovskaya
Key Words: Social commerce, narcissism, social media, e-commerce, millennials,
narcissistic traits, motivational factors, motivation theories
Thesis purpose: The purpose of this research was to examine the influence of narcissistic
traits on millennial’s motivational factors to participate in social commerce. More
specifically, the study aimed to contribute with new insights to existing consumer
motivation theories regarding participation in social commerce.
Methodology: This thesis consists of a descriptive research emphasizing that motivations
can be measured through objective methods with using existing scales and thus a
quantitative research has been done.
Theoretical perspective: The main theories and concepts that are examined are social
media, social commerce, narcissism and different motivation theories relating to
participation in social commerce. Moreover, a thorough investigation of the existing
literature was held and resulted in the development of the theoretical framework that was
needed for answering the research question.
Empirical data: A non-probability method was used for the data collection, namely
snowball sampling. In particular, the empirical data consisted of 197 participants that
belonged to the millennial generation.
Conclusions: It can be concluded that narcissistic traits are significantly influencing the
motivations of millennials to participate in SC. More importantly, narcissistic millennials
tend to perceive some existing motivational factors only slightly important and others
highly important. This study further contributes to the understanding of the motivational
theories within social commerce through the lens of different user types. Lastly, a
managerial contribution of the study lies in the improvement of social commerce
manager’s knowledge about optimizing their social commerce platform to the needs of the
narcissistic millennial. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8912620
- author
- Niesen, Lisa LU and Gauw, Lisanne LU
- supervisor
- organization
- course
- BUSN39 20171
- year
- 2017
- type
- H1 - Master's Degree (One Year)
- subject
- language
- English
- id
- 8912620
- date added to LUP
- 2017-06-30 11:31:56
- date last changed
- 2017-06-30 11:31:56
@misc{8912620, abstract = {{Title: Motivational factors of narcissistic millennials to participate in social commerce Seminar date: 31th May 2017 Course: BUSN39 Business Administration: Global Marketing Authors: Lisanne Gauw & Lisa Niesen Supervisor: Veronika Tarnovskaya Key Words: Social commerce, narcissism, social media, e-commerce, millennials, narcissistic traits, motivational factors, motivation theories Thesis purpose: The purpose of this research was to examine the influence of narcissistic traits on millennial’s motivational factors to participate in social commerce. More specifically, the study aimed to contribute with new insights to existing consumer motivation theories regarding participation in social commerce. Methodology: This thesis consists of a descriptive research emphasizing that motivations can be measured through objective methods with using existing scales and thus a quantitative research has been done. Theoretical perspective: The main theories and concepts that are examined are social media, social commerce, narcissism and different motivation theories relating to participation in social commerce. Moreover, a thorough investigation of the existing literature was held and resulted in the development of the theoretical framework that was needed for answering the research question. Empirical data: A non-probability method was used for the data collection, namely snowball sampling. In particular, the empirical data consisted of 197 participants that belonged to the millennial generation. Conclusions: It can be concluded that narcissistic traits are significantly influencing the motivations of millennials to participate in SC. More importantly, narcissistic millennials tend to perceive some existing motivational factors only slightly important and others highly important. This study further contributes to the understanding of the motivational theories within social commerce through the lens of different user types. Lastly, a managerial contribution of the study lies in the improvement of social commerce manager’s knowledge about optimizing their social commerce platform to the needs of the narcissistic millennial.}}, author = {{Niesen, Lisa and Gauw, Lisanne}}, language = {{eng}}, note = {{Student Paper}}, title = {{Motivational Factors Of Narcissistic Millennials To Participate In Social Commerce}}, year = {{2017}}, }