These factors were curiosity about the lives of others, social engagement, a desire to increase social capital and status, and self expression.
The different motivating factors in turn resulted in different user behaviours and attitudes towards site advertising, how much content they contributed and friending behaviours.
The users driven by curiosity about others were less likely to contribute much in the way of content but would likely have a higher tolerance for advertising, Miller found. Likewise, others had a need to express themselves and would not be as active in seeking friends, instead feeling more satisfied that the site allowed them to be creative and reduce their anxieties. Still yet others built social capital and status through the large network of friends they established.
via physorg.com