Abstract
This study investigates the motivations of social media users for their intention to read brand-related user-generated content (B-UGC). The study applies the uses and gratifications (U&G) approach to identify the typology of UGC reading motivations. It examines other possible motives from theory of planned behavior to a conceptualized research model. Following quantitative methodology, a questionnaire survey was carried out with 263 valid respondents. The assessment of the research model and hypotheses is analyzed using confirmatory factor analysis and structural equation modeling. The research found that information-seeking and social interaction have a significant impact on attitude towards UGC, which is the most significant predictor of intention to read B-UGC. Entertainment and passing time gratifications are significantly related to attitude toward B-UGC, and the perceived power of control would not significantly affect the intention to read B-UGC. This study discusses managerial implications for directing and managing the brand-related content in social media.
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