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

消费者驱动的分享和创造活动是有价值的参与活动，因为它们有助于在社交媒体上传播品牌意识和互动。品牌页面的忠实粉丝是品牌相关社交媒体参与的重要受众，因为他们更有可能推荐和倡导品牌。然而，鲜为人知的是是什么促使忠实的粉丝参与这些有价值的活动。这项研究采用了一种新颖的方法，将自我扩张视为促使忠实粉丝采取行动的驱动因素。当品牌在其页面上以新知识、新观点（例如，对社会问题的认识）和令人兴奋的体验的形式在其页面上提供自我扩张的机会时，粉丝可能会将这些融入他们的自我意识中（自我页面包含）并通过以下方式回报将自己的资源投入品牌页面。对 238 名在 Instagram 上拥有最喜欢的品牌页面的千禧一代用户进行了一项调查。调查结果显示，越多粉丝从他们最喜欢的页面获得自我扩展的机会，他们就越有可能分享和创建与品牌相关的内容。品牌页面流量和自页面包含也是重要的驱动因素。此外，还确定了可以增强这些驱动程序效果的特定页面体验。包括如何将这些发现应用于社交媒体内容策略的管理意义。确定了可以增强这些驱动程序效果的特定页面体验。包括如何将这些发现应用于社交媒体内容策略的管理意义。确定了可以增强这些驱动程序效果的特定页面体验。包括如何将这些发现应用于社交媒体内容策略的管理意义。