Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations
作者：
Highlights：
• An overarching framework explains which motivations affect brand-related activities.
• The framework is tested by a survey and an experimental study.
• Specific motivations drive activities that entail different levels of engagement.
• Expressing oneself motivates people to generate online content.
• Socializing with others motivates people to contribute content.
摘要
•An overarching framework explains which motivations affect brand-related activities.•The framework is tested by a survey and an experimental study.•Specific motivations drive activities that entail different levels of engagement.•Expressing oneself motivates people to generate online content.•Socializing with others motivates people to contribute content.
论文关键词：Social media,Consumer brand-related activities,Self-determination theory,Motivations
论文评审过程：Received 19 July 2016, Revised 7 May 2017, Accepted 9 May 2017, Available online 9 May 2017, Version of Record 20 May 2017.
论文官网地址：https://doi.org/10.1016/j.chb.2017.05.016
