Marketing Trends Congress Understanding the motives of consumers to engage in social media is key for business actors. Existing studies focus on surface-level motives to explain social web activities. Through qualitative research, we gain deeper insights into consumers’ mindsets and reveal underlying motives for engaging in social media. We show that there are subconscious, deep motivators for consumer engagement shared across cultures. The exploratory research approach reveals the meaning, values, and the impact of deep-lying motives regarding customer engagement in social media. Findings lead to new insights about key drivers that actively engage consumers in brand-related social communities. The paper outlines implications and opportunities for companies designing online communication strategies. Guidance is provided both for strategic issues of co-creation as well as for marketing tactics.