2nd International Conference on Strategic Innovative Marketing, Praha, Czech Republic, 13 - 17 September 2013, pp.119-226
Online platforms and social networks directly influence the consumer-brand relationship. Consumption behaviours evolve in
this connective world as a vital part of individuals’ self-concept whereas social identities come into prominence through these
online platforms. Brands, offering identity extensions and symbolic values to their customers and seeking visibility over
social networks, try to create interaction and engagement with consumers via their online presence. This study was conducted
to explore consumers’ motivations to interact with and/or about the brands on social media and to develop a related scale.
Findings of exploratory and confirmatory analyses revealed five distinct motivation factors; “Brand Affiliation”,
“Investigation”, “Opportunity Seeking”, “Conversation”, and “Entertainment”. Comparison of these motivations and their
relevancy with the consumer behaviour literature was discussed.