Corresponding Author

Raymond R. Liu

Document Type

Work in Progress


Social media is widely used to build social network to promote product and service brands. It is very important to examine how people’s online community activities and motivation influence their positive word-of-mouth behavior. In this study, we build a framework on how music consumers’ consumption experience, consumer online engagement, and consumer online motivation influence their advocacy behavior. With more than 1000 respondents in a nation-wide survey, we have validated our measures, tested our model, and confirmed our hypotheses. Furthermore, we have discussed the theoretical and managerial implications. Finally, the limit of the research and future research are indicated.