Exploring sharing behaviors across social media platforms

Chang Dae Ham, Joonghwa Lee, Jameson L. Hayes, Young Han Bae

Research output: Contribution to journalArticle

Abstract

Increasingly, consumers are simulcasting branded content across multiple, interconnected social media platforms creating a complex social media ecosystem. However, little is known about what motivates sharing in the ecosystem as opposed to specific media contexts. Present research explores multiplatform consumers’ general sharing motivations and examines how those motivations, in conjunction with social relationships, influence sharing behavior across social media platforms. First, four focus group interviews were conducted to identify general social media sharing motivations of multiplatform consumers. Employing an online survey (N = 249), four dimensions comprised of 31 sharing motivation items were identified: social presence, social conversation, easy connection, and self-management. Applying a theory of reasoned action and social exchange theory approach, we conducted a second online survey (N = 342) to elaborate on our findings in terms of multidimensionality and interdependency among the influencing factors on social sharing behavior. Social conversation exhibited the strongest relationship with attitude toward sharing, whereas self-management was negatively related to the social norm, which, in turn, was negatively associated with sharing intention. Findings and implications are discussed.

Original languageEnglish (US)
Pages (from-to)157-177
Number of pages21
JournalInternational Journal of Market Research
Volume61
Issue number2
DOIs
StatePublished - Mar 1 2019

Keywords

  • motivation
  • multiplatform
  • sharing
  • social exchange theory
  • social media ecosystem
  • theory of reasoned action
  • uses and gratification

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing

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