Social media users have increased rapidly in recent years; however, most are “silent users” who rarely share information online. To maintain social media companies’ stable operation and development, this research explored the effects of flow experience and identity formation on users’ intrinsic motivation to facilitate aggressive, spontaneous, and habitual participation in virtual communities. A total of 487 valid questionnaires were collected and underwent regression analysis. The results revealed that all three intrinsic motivations had a significant impact on social media participation, (...) with social interaction exerting the strongest influence. Flow experience and identification had significant, partial mediating effects on the relationship between motivation and participation. Several suggestions were provided based on the results to help social media enterprises increase user participation. It is hoped that this research could facilitate in transforming users into habitual participants to keep the operations of the virtual community stable and enduring. (shrink)

In an era of rising social awareness, both academics and practitioners have been concerned about the effectiveness of pro-social consumer influence strategies. The main assumption here is that for social marketing to succeed one must first understand the factors underlying pro-social consumer behavior. Firstly, drawing on two dimensions the authors first identify four types of social behavior. Next, the model describes social behavior as a result of preceding social behavior motivation and actual social behavior intention. Norms and economic evaluation have (...) an impact on social behavior motivation, which in turn influences social behavior intention, eventually leading to actual social behavior. Actual control factors, such as the availability of resources and opportunities, decide whether social behavior intention can really translate into actual social behavior. Finally, authors propose message strategies for each type of social behavior. (shrink)