Abstract
Prevalence of digital technologies and the availability of various tools caused that a growing number of users engage in creating their own content (user-generated content) and share this content with others. The content takes the form of text, image, sound as well as video files. Present paper try to answer the question why users engage in generating brand-related content. The author applied a review of available literature, primarily foreign scientific articles. Conducted research suggest that users generate branded content in order to share their brand experiences (brand product or service) with other consumers, act for altruistic reasons and want to help others. They are often guided by social benefits (willingness to meet someone with similar tastes, belonging to specific communities). In addition, they need to get a feedback from other users or obtain “likes” to the added content, build and present their personal identity. Occasionally, users are motivated by desire to influence the company, because the feel social pressure and add brand-related content as entertainment in itself.
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