"Consumer-generated advertising" is an emerging marketing model that overturns traditional marketing concepts, and is mainstream in the new economy of "Internet+". Marketing model in the new economy of "Internet+". Based on social interaction theory, reciprocity theory, and attachment theory, this paper investigates individual motivation in "consumer-generated advertising", and hypothesizes the factors of "consumer-generated advertising". Based on social interaction theory, reciprocity theory, and attachment theory, this paper investigates individual motivation in "consumer-generated advertising", and hypothesizes the factors that stimulate individual motivation. Through questionnaires, and in-depth interviews, we investigate the factors that stimulate individual motivation in "consumer-generated advertising".

Jiajia Zheng, Rui Tian. Stimuli for Individual Motivation of Consumer-Generated Advertising in Social Media. International Journal of Frontiers in Sociology (2023), Vol. 5, Issue 10: 133-142. https://doi.org/10.25236/IJFS.2023.051022.

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