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Social media (SM) platforms tempt individuals to communicate their perspectives in real-time, rousing engaging discussions on countless topics. People, besides using these platforms to put up their problems and solutions, also share activist content (AC). This study aims to understand why people participate in activist AC sharing on SM by investigating factors related to planned and unplanned human behaviour.

The study adopted a quantitative approach and administered a close-ended structured questionnaire to gather data from 431 respondents who shared AC on Facebook. The data was analysed using hierarchical regression in SPSS.

The study found a significant influence of both planned (perceived social gains (PSGs) , altruism and perceived knowledge (PK)) and unplanned (extraversion and impulsiveness) human behaviour on activist content-sharing behaviour on SM. The moderating effect of enculturation and general public opinion (GPO) was also examined.

Sharing AC on SM is not like sharing other forms of content such as holiday recommendations – the former can provoke consequences (sometimes undesirable) in some regions. Such content can easily leverage the firehose of deception, maximising the vulnerability of those involved. This work, by relating human behaviour to AC sharing on SM, offers significant insights to enable individuals to manage their shared content and waning probable consequences.

This work combined two opposite constructs of human behaviour: planned and unplanned to explain individual behaviour in a specific context of AC sharing on SM.

This study aims to examine the factors influencing tourists to share their travel experiences on social media (SM).

An online questionnaire was administered to 1,280 American travelers, and the data were analyzed using partial least squares structural equation modeling (PLS-SEM).

The PLS-SEM results indicated that non-participant sharing had a direct and positive effect on tourists’ tendencies to share their travel experiences on SM. Environmental, relational and security concerns had direct and negative effects on actual travel-experience sharing, whereas altruism, personal fulfillment and self-actualization had direct and positive effects on actual travel-experience sharing.

Travelers were found to attach importance to content shared on SM when they believed the content to be objective and reliable and were more likely to share such content on their own SM accounts. This finding suggests that tourist-created content is crucial. Tourism businesses, therefore, should reduce or eliminate inhibitory factors to increase content sharing. This research provides guidance for tourism businesses’ SM initiatives.

The study, first, contributes to an understanding of the factors affecting the sharing of travel experiences on SM. Second, this study develops a holistic approach that integrates the factors that might affect tourists’ SM content-sharing behavior into a single model.

With the prevalence of user-generated content on the internet, this study aims to propose a cognitive-affective-conative model to examine how users create and share their content online. The moderating role of gender differences is also tested in the model.

This study collects a representative sample of 873 internet users via a nation-wide survey in Taiwan.

The results show that hedonic value has a positive impact on internet satisfaction, and social value affects life satisfaction and internet satisfaction positively. Both life satisfaction and internet satisfaction are positively related to content sharing on the internet. In particular, the positive effect of life satisfaction on online content sharing is greater for male users than for female users.

This study contributes to the existing literature by investigating online content sharing behavior from the cognitive-affective-conative perspective. This study also provides a better understanding of this behavior by simultaneously examining life satisfaction and internet satisfaction as two underlying mechanisms. Furthermore, gender differences play an important role in determining content sharing on the internet.

For digital marketing practitioners, this study suggests several online editing and social mechanisms for encouraging users' engagement in content sharing behavior on the internet.

This study is one of the first that examines a cognitive-affective-conative framework of content sharing behavior on the internet. This study also demonstrates boundary conditions of this framework by testing the moderating role of gender differences.

This research explores whether, when and why employee identity salience influences content sharing of employee's friends in social networks and further investigates two moderating conditions of network overlap and deal content.

In Study 1, the authors analyzed a field data related to 20,715 users on the largest social network platform in China. In Studies 2 and 3, the authors verified the findings of Study 1 and tested the underlying mechanism with two experiments.

The results showed that employee identity salience could increase sharing likelihood of content receiver, especially when the employee had higher network overlap with receiver. However, when the content contained deal-related information, the receiver was less likely to share this content from employee with salient identity. The authors also found that perceived information credibility acted as a mediator in above relationships.

This research is the first to test the effects of employee identity salience on content sharing by considering both content type and network characteristics. The authors also provide insights into the mediating role of information credibility, which enriches the content sharing and social network literature.

The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.

Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”

The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.

Applications blending games with mobile content sharing have garnered much interest recently. In this paper, the authors aim to examine users' motivations for seeking and creating content in the context of Indagator, a mobile content sharing game. The authors also seek to investigate the impact of games on these motivations.

The authors conducted a user study where 28 participants used Indagator for a week to create and share content (annotations). Participants were interviewed. All interview responses, and annotations sought (5,799) and generated (599) were manually examined and coded to ascertain motivations.

Motivations for seeking content include awareness, task performance, exploratory play, killing time, and socialising. Those for creating include altruism, task performance, competitive play, killing time, reminder of experiences, self‐presentation, and socialising. Additionally, games served as a motivator for mobile content sharing systems, forming a mutually beneficial ecology with content sharing.

Prior work has not examined motivations for using mobile content sharing games, and has typically employed surveys rather than actual use of such applications. Understanding motivations has implications for developers. The benefits of incorporating games include increasing awareness for the application and addressing the “cold‐start” problem inherent in many newly introduced applications.

The present research aims to examine selfie-marketing from a consumer behavior perspective. Creating and sharing selfies are gaining popularity among millennials. The authors seek to understand how this popularity relates to classic research on narcissism and self-concept and to determine the effectiveness of selfie-marketing in visual user-generated content.

A mixed methods approach is used across two studies. Study 1’s qualitative exploration uses the grounded theory method by analyzing semi-structured interviews with millennials. The findings produce three research propositions. These propositions are further developed into testable hypotheses in Study 2’s quantitative investigation, featuring analysis of the variance of online survey data collected from millennials.

The findings suggest that narcissism positively relates to millennials’ attitudes toward and intent to participate in selfie-marketing on visual content-sharing apps. Results also demonstrate that millennials seek to use selfies to present their self-concepts differently in various visual content-sharing environments.

The present research is among the first to focus on the importance of self-presentation and narcissism in regard to consumers’ attitudes and behavioral responses toward selfie-marketing. For marketers, this underscores the importance of understanding the unique nature of user-generated visual content on social media.

With more demand-driven innovation activities, manufacturers must proactively engage in information sharing activities with their customers for better innovation performance. This study aims to inquire into the impacts of information sharing activities between manufacturers and customers (including information system usage and information content sharing) on manufacturers’ innovation performance and considers interfirm justice (including distributive justice, procedural justice and interactional justice) as information sharing antecedents.

The social exchange theory is applied to develop the conceptual model. The authors examine the conceptual model with the structural equation modeling approach using data collected from 213 Chinese manufacturers.

Interactional justice promotes information system usage. Both interactional justice and procedural justice increase information content sharing, while distributive justice decreases it. Information content sharing directly improves innovation performance and fully mediates the relationship between information system usage and innovation performance.

This research enriches empirical studies on justice-information sharing relationships by systematically investigating the impacts of three types of justice on different information sharing activities. It also adds to the application of social exchange theory in the practices of interfirm justice and information sharing. Besides, it probes into influencing mechanisms of different information sharing activities, information system usage and information content sharing, on innovation performance. The findings can guide firms to implement interfirm justice and information sharing practices for superior innovation performance.

This study aims to understand the patterns of content-sharing behaviour on major social media platforms by young adult users with reference to how these sharing patterns are influenced by two main sociocultural factors in their lives, religiosity and social conformity.

Online surveys including both the ATSCI test for social conformity as well as the Hoge test for religiosity were filled out by 590 participants. In-depth interviews with six participants representative of the same population were conducted to deepen analysis of key variables explored in the surveys. The design of the interviews was semi-structured, whereby the focus was to achieve a general overview of participants' intentions and habits regarding sharing information via social media.

The findings show a significant positive impact of religiosity and social conformity on users' sharing intention which, in turn, affects their inclination towards verifying the content they share.

The authors' findings emphasise how users bear the onus of correcting the online information space. It paves the way for future research by recognising the value of independent corroboration amongst users.

This study lends key support to the growing body of research on social media use in societies in which shared religious and cultural values tend to clearly impact everyday social interaction.