Motivations of facebook users for responding to posts on a community page

Abstract

This study used an Internet-based survey to understand what motivates Facebook users to like, share, or comment on the posts on a community page. This study investigates the classification of post content on a community page, the consumer-brand relationship, and motivations of users to identify how they influence user engagement with SNSs. This study used a Web-based survey to collect data on users' personal preferences, self-perceived relationships with brands, and motivation for responding to different forms of content. This empirical study explored the impact of consumer-brand relationships, post contents, gender, and motivation on users' response behavior to posts. © 2013 Springer-Verlag Berlin Heidelberg.