| Summary: | This study has researched different motivations for user participation in brand related activities on social media. The study used three types of participation to evaluate motivations for user participation. These types were the following: consuming content, contributing to existing content and creating new content. An online questionnaire was distributed on brand Facebook pages and was used as a foundation for two focus group interviews that were then held. The goal of the study was to see what motivates user participation, in order to aid companies and organizations in understanding users. We focused on six motivations from the COBRA-model. Using this model, we have categorized answers from the questionnaire and the focus groups. This has revealed which motivations that are present in different types of participation. We found that entertainment, search for information and discounts and other offers were important motivations for participation. This study also uncovered user attitudes towards different types of posts on Facebook pages, something that can prove to be useful information for companies and organizations.
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