Motivations and Antecedents of Consumer Engagement With Brand Pages on Social Networking Sites

A Web survey of 1,715 college students was conducted to examine Facebook Groups users' gratifications and the relationship between users' gratifications and their political and civic participation offline. A factor analysis revealed four primary needs for participating in groups within Facebook: socializing, entertainment, self-status seeking, and information. These gratifications vary depending on user demographics such as gender, hometown, and year in school. The analysis of the relationship between users' needs and civic and political participation indicated that, as predicted, informational uses were more correlated to civic and political action than to recreational uses.