“What drives loyal fans of brand pages to take action? The effects of self-expansion and flow on loyal page fans’ sharing and creation activities”

Consumer-driven sharing and creation activities are valuable engagement as they help spread awareness interaction for brands on social media. Loyal fans of brand pages an important audience brand-related media engagement, more likely to recommend advocate brands. However, little is known about what motivates loyal engage in these activities. This study takes a novel approach by examining self-expansion driver that prompts action. When offer self-expansive opportunities their pages, the form new knowledge, perspectives (e.g., issues) exciting experiences, may incorporate sense self (self-page inclusion) reciprocate investing own resources pages. A survey was conducted with 238 millennial users who have favorite page Instagram. The findings show gain from share create content. Brand flow self-page inclusion also drivers. Further, specific experiences identified enhance effects Managerial implications included how apply content strategy.