You ‘like’ what you like or you ‘like’ what your friends like?

Social networking sites like Facebook are more popular than ever all over the globe. This offers a great potential for advertisers and brand managers, but also comes with challenges. Successful social media content is viewed, shared, and liked; sometimes consumers even create their own brand-related content. But why do people view a Pepsi clip on YouTube, share a Dove ad on Facebook, or post photos of their new Nike sneakers on Instagram? Research in this area shows that there are six main categories of motivation: Information seeking, Entertainment, Empowerment, Remuneration, Personal identity, and Social integration. However, this stream of earlier research has mostly focused on Western co

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