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We empirically study the motivations of users to contribute content to social media in the context of the popular microblogging site Twitter. We focus on non-commercial users who do not benefit financially from their contributions. Previous literature suggests two main possible sources of motivation to post content for these users: intrinsic motivation and image-related motivation. We leverage the fact that these two types of motivation give rise to different predictions as to whether usersdoi:10.1287/mksc.2013.0773 fatcat:mpzx3fkglvgjnpgckcoucyxsmq