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Motivational Factors Of Narcissistic Millennials To Participate In Social Commerce

Niesen, Lisa LU and Gauw, Lisanne LU (2017) BUSN39 20171
Department 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:
author
Niesen, Lisa LU and Gauw, Lisanne LU
supervisor
organization
course
BUSN39 20171
year
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},
}