Publication | Open Access

Explaining consumer brand-related activities on social media: An investigation of the different roles of self-expression and socializing motivations

Socializing MotivationsSocial MediaAdvertisingBrand EquityConsumer Brand-related ActivitiesConsumer MotivationPersonal BrandingInteractive MarketingManagementConsumer ResearchSocial InfluenceConsumer BehaviorCommunicationBrand AwarenessArtsMarketingConsumer Engagement