title: Self- and Social Motivation to Interact with a Brand on Facebook: The Moderating Roles of Self-Expression and Brand Engagement in a Student Sample.
abstract: This study investigated the roles of self- and social motivation in interacting with a brand on Facebook. An online survey was conducted using 11 familiar global brands randomly selected from Interbrand's 100 Best Global Brands. The result demonstrated that congruence between actual/ideal self and personality of a brand (i.e., self-motivation) positively influenced users' interaction with a brand on Facebook. In this relationship, self-expressive motivation and brand engagement emerged as moderators. Additionally, social identity as a social motivation positively affected users' interaction with a brand. Although not all components of social motivation influenced users' interaction with a brand, this study showed that two exclusive motivations, self and social, positively influenced users' interaction with a brand on Facebook. Managerial and practical implications were also proposed for marketing a brand on Facebook.
authors.affiliation: School of Journalism and Mass Communication, University of Minnesota , Twin Cities, Minneapolis, Minnesota.
authors.forename: Taemin
authors.initials: T
authors.lastname: Kim
authors.affiliation: School of Journalism and Mass Communication, University of Minnesota , Twin Cities, Minneapolis, Minnesota.
authors.forename: Okhyun
authors.initials: O
authors.lastname: Kim
mesh_terms: D000328:Adult; D005260:Female; D006801:Humans; D007398:Interpersonal Relations; D008297:Male; D040541:Marketing / Q000379:methods*; D009042:Motivation; D012650:Self Disclosure; D012933:Social Identification; D013334:Students / Q000523:psychology; D011795:Surveys and Questionnaires; D055815:Young Adult