This paper argues that social media metrics should be captured as customer investments in marketers’ social media efforts and that applications considered in concert with performance objectives drive the choice of metrics. Motivating this approach are the “four c’s” that drive consumer...

A basic tenet of self-determination theory is that feeling close and connected to others can lead to optimal life experiences and recent research supports the idea that when people use social media to interact with others, they are likely to feel more related to others. Yet, little is known...

Why do people use social media? We examine how and why people use social media in the context of their basic needs for autonomy, competence and relatedness, intrinsic and external motivations, and well-being perceptions. Results show that motivations differentially drive social media goal...