This study examined the relationship between consumers' characteristics and social media use, focusing on consumers' information-related activities such as creating content, sharing information, and providing feedback on information. The results showed that consumers' creating content, sharing information, and providing of feedback on information were affected by their digital literacy, need for cognition, and self-esteem. Information literacy and need for cognition had positive effects on engagement in these information-related activities, but self-esteem exerted a negative effect.