Motivations that affect generation Z's brands related content creation behaviors

Consumer communication types with brands has undergone some changes with the emerging technological developments in recent years. Therefore, concept of brand related user generated content draws attantion both for practitioners and for literature. Consumers want to produce brand related content and brands want to encourage consumers to produce pozitive content about themselves. It's known that consumers produce brands related content with some motivations and it's gain important what types of content they producer with which motivation In this content aim of the study put forth the effect of motivations on content produce behaviour in particular gen Z. This study is expected to supposed that conceptualization of brand related user generated content which is a new subject. Also the study is seen as important because of explain relation between z generation's motivations and behaviour of brand related generated content. It was suggested a conceptual model proposal for reach to aims of study and structural equation model was used to test to study's hypotheses. According to result of analysis unbuderstood that model fit is good. Also, ıt was determined that while motivation of ego affects active user generated content behaviour positively, there is no significant relationship between ego motivation and passive user generated content behaviour. Also, while there is no significant relationship between co-creation and encouragement motivation and active user generated content behaviour, motivation of co-creation and encouragement affects passive user generated content behaviour positively. Finally, motivation of brand loyalty affects positively both active user generated content behaviour and passive user generated content behaviour. Acording to these results it can be stated that gen Z can not be motivated by co-creation and encouragement, at the same time motivation of ego activates gen Z about active user generated content behaviour. brand loyalty reveals both active and passive user generated contend behaviour. Keywords: Generation Z, User generated content creation, Self motivation, Co-creation and incentive motivation, Brand loyalty motivation.