Informal science learning institutions and social media engagement

Uses and gratifications theory has been widely used to examine the motivations individuals have to consume media. This study utilizes uses and gratifications theory in combination with consumers’ online brand related activities and engagement outcomes to determine how and why individuals engage with informal science learning institutions, such as zoos, aquariums, and museums, on Twitter. Its results contribute to uses and gratifications literature because it supports the notion that uses and gratifications theory can be applied to social media engagement and explores the theory as applied to informal science learning institutions. This study also examines the engagement outcomes of these motivations. The motivations associated with engagement on Twitter are information, entertainment, personal identity, social interaction, empowerment, remuneration, and brand love. These engagement motivations can influence a follower to consume, contribute, or create content. The motivations can also help improve trust, conative loyalty, affective loyalty, and purchase intention. The results of this study suggest that information, entertainment, and social interaction are the most powerful motivators for consuming content, and information and entertainment can lead to increased trust, conative loyalty, and purchase intention. Communication professionals that work at informal science learning institutions will be able to use the results of this study to create effective Twitter content.