I'm liking the content that's appearing on smarp at the moment - this article has a great infographic showing the reasons people share, what they share and, according to their generation, when they share it.
Brand advocacy is just in the top five reasons for sharing. It's going to be interesting to see how this evolves as advocacy becomes more and more common and social selling changes the way we converse with our external audiences.
The New York Times in cooperation with Customer Insight Group and Latitude Research published a study on the psychology of sharing and discussed users’ motivations to share online. The study’s first finding is that “To share is human", as it is an enjoyable act. The study also uncovered the 5 main reasons why people want to share content: To bring valuable, enlightening and entertaining content to others To define themselves to others (and to themselves, too) To get and stay connected to others For self-fulfillment, to be credited by others for what they shared To support causes they believe in and brands they like.