This conceptual paper drew on the uses and gratifications theory to theorize about what drives consumers to engage in social media activation campaigns. This paper proposed that satisfying the needs for integration and social interaction, personal identity, information seeking, entertainment, and utilitarian reward through a social media activation campaign can enhance consumers‘ engagement with it. Finally the way in which cognitive, affective, and behavioral engagement with such campaigns affect brand image was explained theoretically. The developed conceptual framework can help marketing managers to create engaging social media activation campaigns, thereby improving the image of their brands.

ABSTRACT
 INTRODUCTION
 CONSUMERS’ ENGAGEMENT WITH SOCIAL MEDIA ACTIVATION CAMPAIGNS
 CONCEPTUAL FRAMEWORK
 REFERENCES

• SeyedAlireza Mirbagheri(Sharif University of Technology, Iran)
• Manoochehr Najmi(Sharif University of Technology, Iran)