Exploring The Motivations For Posting Brand-Related User Generated Content On WeChat Moments

This study examines the motivations for visual brand-related user generated content within the context of WeChat moments.The study adopts an exploratory approach to the phenomenon and conducts the research through the use of Narrative Interviews which offer an in-depth examination of WeChat users behavior.Using the Analysis of Narratives approach to analyzing the empirical findings,a number of motivations were found in regard to personal and social motivations in line with previous studies that uses the Self-concept and Uses and Gratifications theory.Furthermore,this study found a new category not previously found in extant literate,the motivation of showing support which encompassed a more personal relationship with the brand and the consumer based on the findings that multiple users were motivated by personal friendships with brand owners or chefs to post photos on their moments.