In my tesis, I researched consumer motivation for interacting with brand content on social media. With the proliferation of social networks, previously one-way communication from brand to consumer has changed to two-way, where the consumer has gained power and influence over the brand. In the first part, I focused on reviewing the literature on motivations, especially in terms of uses and gratifications theory. I identified motivations for using social media. In the second part, I conducted interviews using a qualitative method. Using the coding technique, I sorted the collected motivations according to the level of consumer interaction with the brand on social media. I found that the most common motivation is information, followed by entertainment and in third place reward. Most of the motives came from the consumption of the content, followed by contribution. There is very little of content creation. In the latter, in the most active consumer engagement, brands play a key role in encouraging consumers to create content in the right way.
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