摘要：The aim of this study is to investigate the effect of virtual/ideal self image congruency on consumer's involvement in social media and the motivation to use social media. The research suggests a number of hypotheses that construct a model which is verified and tested through quantitative analysis. Research results confirm the existence of a positive effect of virtual/ideal self image congruence on consumers' enduring involvement in social media consumption (more specifically, on consumers' perception of the self expressive and hedonic values of social media consumption). Results also show a positive effect of consumers' enduring involvement in social media on their motivation to consume social media. The results provide academics with actionable tools to verify and enhance their understanding of their consumers' social media behaviors. Marketers can use this understanding in order to test and adjust their programs to the characteristics of their consumers, based on what they value and how they make their consumption decisions.
