VNU Journal of Economics and Business, Vol 1, No 2 (2021) 43 55 43 Original Article An Empirical Study of the Motivations for Intention to Read Brand related User generated Content on Social Media in Vietnam Luu Thi Minh Nghia*, Nguyen Minh Duong Hanoi University, Km 9, Nguyen Trai, Nam Tu Liem Distr , Hanoi, Vietnam Received 19 January 2021 Revised 19 April 2021; Accepted 25 August 2021 Abstract This study investigates the motivations of social media users for their intention to read brand rela[.]