Recently Daniël G. Muntinga of the University of Amsterdam published an article in the International Journal of Advertising about exploring motivations for brand-related social media use.

Social media websites such as Facebook, YouTube and Twitter provide unlimited means for Internet users to interact, express, share and create content about anything, including brands. Such consumers’ online brand-related activities (COBRAs) have significant consequences for firms. This article shows that different brand-related activities on social media platforms are driven by different motivations. It enables brand managers to anticipate and stimulate consumers’ online brand-related activities.

You can read the complete article here… Exploring motivations for brand-related social media use