The purpose of this study is to investigate consumers\u27 motivations to participate in brands\u27 Facebook pages and their linkage to consumers\u27 loyalty a brand through the love for the brands\u27 Facebook pages. This study also examined the influences of consumers\u27 opinion leadership and seeking tendencies on their motivations to participate in brands\u27 Facebook page. The results of the study revealed both self-presentation and self-enhancement motivations influenced love for a brand\u27s Facebook page, which in turn led to brand loyalty. Furthermore, the influences of opinion leadership and seeking on self-presentation motivation were significant. Self-enhancement motivation was significantly influenced by opinion leadership, but not by opinion seeking. Brand managers must pay close attention to consumers who have greater tendencies to lead or seek opinions in their lives as they are more likely to love brands\u27 Facebook pages, actively generating positive word-of-mouth
