Using a six-dimension uses and gratifications (U&G) framework, we explore how social media use motivations drive consumers' online brand-related activities (COBRAs: consumption, contribution, and creation of brand-related content). We examine these relationships for different social media types by drawing on two previously suggested dimensions, namely their nature of connections and level of customization of messages. Using a US-based sample (n = 939), findings of a PLS-SEM procedure show that “traditional” U&G hardly explain social media COBRAs. In contrast, Empowerment and Remuneration motives—two U&G specifically relevant for social media use—are the most critical COBRAs drivers. Multigroup analyses suggest that the relation between U&G and COBRAs differs between social media platforms classified either as: (a) profile- or content-based; or as employing (b) customized or broadcast messages. We argue for a specific design of brand-related activities on different social media in order to incentivize users' engagement with brand-related content.

使用六维使用和满足（U＆G）框架，我们探索社交媒体的使用动机如何驱动消费者的在线品牌相关活动（COBRA：消费，贡献和品牌相关内容的创建）。我们通过利用两个先前建议的维度（即联系的性质和消息的自定义级别）来检查不同社交媒体类型的这些关系。使用美国样本（n = 939），PLS-SEM程序的结果表明，“传统”的U＆G几乎无法解释社交媒体眼镜蛇。相比之下，赋权和薪酬动机（与社交媒体使用特别相关的两个U＆G）是最重要的COBRAs驱动力。多组分析表明，在分类为：（a）基于个人资料或基于内容的社交媒体平台之间，U＆G与COBRA之间的关系有所不同。或采用（b）定制或广播消息。我们主张在不同的社交媒体上进行与品牌相关的活动的特定设计，以激发用户对与品牌相关的内容的参与。