163189 20251017161900.0 doi 10.1515/roms-2024-0093 sideral 145641 ART-2025-145641 eng Catalán, Sara Universidad de Zaragoza (orcid)0000-0001-5268-1723 Why travellers Share Their Experiences on Social Media: A Uses and Gratifications Approach for Profile-Based Versus Content-Based Social Media Sites 2025 Prior research on motivations for sharing travel experiences on social media offers fragmented and inconsistent findings due to the ad-hoc selection of constructs, the use of diverse terminologies for the same motivations, the combination of different motivations into single constructs, and the lack of distinction between different social media platforms. To address these limitations, we review existing literature and categorise the motivations for sharing based on two dimensions: the orientation of the motive (i.e. functional, affective and expressive) and the sphere of action (i.e. self-sphere and social-sphere). Then, based on Uses and Gratifications (U&G) theory, we empirically examine the effect of these motivations on actual travel experience sharing. The results identify four key motivations (gratifications) for travellers in profile-based social media (i.e. enjoyment, expressing positive feelings, documentation of experiences, and helping the service provider) and three in content-based social media (i.e. helping the service providers, helping other travellers, and enjoyment). Finally, the implications for encouraging travel experience sharing behaviours in social media are discussed. Access copy available to the general public Unrestricted info:eu-repo/grantAgreement/ES/DGA/S54-23R info:eu-repo/semantics/embargoedAccess by-nc-nd https://creativecommons.org/licenses/by-nc-nd/4.0/deed.es info:eu-repo/semantics/article info:eu-repo/semantics/acceptedVersion Marchan, Júlia Universidad de Zaragoza Oliveira, Tiago 4011 095 Universidad de Zaragoza Dpto. Direc.Mark.Inves.Mercad. Área Comerci.Investig.Mercados ROMS Review of Marketing Science 2194-5985 715882 http://zaguan.unizar.es/record/163189/files/texto_completo.pdf Postprint info:eu-repo/date/embargoEnd/2026-07-22 1081310 http://zaguan.unizar.es/record/163189/files/texto_completo.jpg?subformat=icon icon Postprint info:eu-repo/date/embargoEnd/2026-07-22 oai:zaguan.unizar.es:163189 articulos driver 2025-10-17-14:07:45 ARTICLE