Motivation to Participate in Social Media?

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A student at the company I work for is trying to answer the following question:
Which factors influence the motivation of users to participate in (online) user generated content applications within formal organizations and how, if possible, can these factors be influenced?
I was wondering if you have any ideas on where to start. Are their blogs, books and/or articles that address this topic? Or can we just reuse the work that has been done on this topic with respect to collaboration and communities?

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