This research has adopted Word-of-Mouth (WOM) and social support theory along with a social media (SM) perspective to investigate why consumers enjoy using SM and interacting with luxury brand. Focusing on fundamental human needs, this study aims to examine fulfilment of which type of needs enhances interactivity on SM, encouraging in turn WOM adoption and brand-self connection. Our results have shown that consumers’ cognitive and integrative needs drive social interactivity and lead to WOM adoption and brand-self connection. However, no relationship is found between social needs and interactivity. Such relationship can only be strengthened with the presence of emotional support as perceived from the company and its brand.

ABSTRACT
 INTRODUCTION
 CONCEPTUAL BACKGROUND
 HYPOTHESIS DEVELOPMENT
  Needs and Social Interactivity on SM
  Moderating effect of Social Support between Needs and Social Interactivity
  Outcomes of Social Interactivity
 CONCEPTUAL MODEL
 METHOD
  Participants and Data Collection
  Measures
  Measurement Model Tests and Results
  The Overall Structural Model: Tests of the Hypotheses
  Moderating Effect
  Hypotheses Tests
 DISCUSSION AND CONCLUSION
  Managerial Implications
  Limitations and Future Research
 REFERENCES

• Xiaoming Lu(Edinburgh Napier University, UK)
• Raffaele Filieri(Audencia Business School, France)
• Mizan Rahman(University of Lincoln, UK)