PurposeThis study aims to investigate consumer motivations behind brand-related engagement on social media by exploring three different engagement types: consuming, contributing (to) and creating. Previous research suggests that many brands seek to engage with consumers via communications on social networking sites; however, most focus on quantitative metrics and measurement tools to evaluate such behaviour and so offer limited understanding and guidance. To address this gap, the current study utilises a mixed-method approach to investigate the motivations behind each brand-related engagement type to provide deeper insight into what motivates consumers to engage with brand-related posts on social networking sites. This study also aims to investigate whether the motivations between different engagement types exist and whether these vary between brands and other people's brand-related posts.Design/methodology/approachA two-phase integrated qualitative–quantitative research design was utilised. Twelve semi-structured interviews explored the range of consumers' brand engagement motivations before an online survey (N = 225) identified and confirmed the motivational similarities and differences between the three brand-related engagement types.FindingsDifferent motives influence each brand-related engagement type, bar the “enjoyment” motive, which triggers all three engagement types. Of particular interest is the identification of a new motive for engagement-seeking compensation that influences negative brand-related engagement.Practical implicationsThrough understanding what motivates consumers to consume, contribute and create, brands can tailor their marketing messages to each different brand-related engagement type. This will increase their engagement with consumers on social networking sites, as specific segments can be created by the brand to enhance their targeting strategies based on consumers' differing motivations within social media channels.Originality/valueThis study contributes a much-needed framework of motivations for brand-related engagement on social media, recognising variations in motivations by type of engagement (consume, contribute (to), create).

An analysis of the fundamental tensions between copyright and social media: The legal implications of sharing images on Instagram Copyright is inherently intertwined with the development of technology, and none more so than the advent of the Internet and sharing technologies. More recently, social networks have become the latest challenge for copyright law and policy. This article builds on the literature recognises the underlying conflict in between copyright and social networking; namely the fact that the basic implication of copyright is the restriction of copying, whereas the ethos of social networking is the promotion of sharing. In particular, this article focuses on the disparity between the restricted acts of copying and communication to the public under copyright law and the encouragement of sharing on social network platform Instagram. In doing so, it contextualises the debate surrounding copyright and social media, and provides an understanding of the legal implications of using Instagram. As such this paper analyses 1) infringement of copyright protected work on Instagram, and 2) user-agreement and licensing of copyright material on Instagram. This study concludes that the disparity between the principles of copyright and social media lead to confusion and vulnerability of users. Therefore, it is suggested that Instagram should better inform its users of the implications of sharing third-party content as well as the terms of its user-agreement. This could be done by implementing a copyright strategy, which includes a notice and takedown system as well as investing in producing educational content for users.

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