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Video game streaming (VGS) is emerging as an extremely popular, highly interactive, inordinately subscribed and very dynamic form of digital media. Incorporated environmental elements, gratifications and user pre-existing attitudes in VGS, this paper presents the development of an extended model of uses and gratification theory (EUGT) for predicting users' behavior in novel technological context.

The proposed model was empirically tested in VGS context due to its popularity, interactivity and relevance. Data collected from 308 VGS users and structural equation modeling (SEM) was employed to assess the hypotheses. Multi-model comparison technique was used to assess the explanatory power of EUGT.

The findings confirmed three significant types elements in determining VGS viewers' engagement, including gratifications (e.g. involvement), environmental cues (e.g. medium appeal) and user predispositions (e.g. pre-existing attitudes). The results revealed that emerging technologies provide potential opportunities for new motives and gratifications, and highlighted the significant of pre-existing attitudes as a mediator in the gratification-uses link.

This study is one of its kind in tackling the criticism on UGT of considering media users too rational or active. The study achieved this objective by considering environmental impacts on user behavior which is largely ignored in recent UGT studies. Also, by incorporating users pre-existing attitudes into UGT framework, this study conceptualized and empirically verified the higher explanatory power of EUGT through a novel multi-modal approach in VGS. Compared to other rival models, EUGS provides a more robust explanation of users' behavior. The findings contribute to the literature of UGT, VGS and users' engagement.

Given that an increasing number of social media platforms allow employees to share company-related information, the present study seeks to understand their complicated motivations for social media behaviors. Specifically, this study explores the antecedents of employees' positive and negative company-related information-sharing intentions on two distinctive social media platforms, personal (e.g. Facebook) and anonymous social networking sites (e.g. Glassdoor).

An online survey was conducted with 419 full-time employees in the United States from various industry sectors.

Individual (enjoyment, venting negative feelings, and self-enhancement), interpersonal (bonding and bridging ties), and organizational (organization–employee relationship and perceived external prestige) factors are considerably and distinctly associated with employees' behavioral intentions on different social media platforms.

This study is among the first to understand employees' communicative behaviors on social media (sECB) by linking diverse levels of motivational factors: individual, interpersonal, and organizational using a theoretical framework of socioecological model (SEM). This study also provides significant practical guidelines for organizational leaders and platform operators by explicating the dynamics of employee motives in engaging in a variety of social media platforms.

A social media user behavior model is presented as a function of different user types, i.e. light and heavy users. The users’ behaviors are analyzed in terms of knowledge creation, framing and targeting.

Data consisting of 160,000 tweets by nearly 40,000 twitter users in the city of Newark (NJ, USA) were collected during the year 2014. An analysis was conducted to examine the hypothesis that different user types exhibit distinct behaviors driven from different motivations.

There are three important findings of this study. First, light users reuse existing content more often, while heavy and automated users create original content more often. Light users also use more sentiments than the heavy and automated users. Second, automated users frame more than heavy users, who frame more than light users. Third, light users tend to target a specific audience, while heavy and automated users broadcast to a general audience.

Decision-makers can use this study to improve communication with their customers (the public) and allocate resources more effectively for better public services. For example, they can better identify subsets of users and then share and track specialized content to these subsets more effectively.

Despite the broad interest, there is insufficient research on many aspects of social media use, and very limited empirical research examining the relevance and impact of social media within the public sector. The social media user behavior model was established as a framework that can provide explanations for different social media knowledge behaviors exhibited by various subsets of users, in an e-government context.

The purpose of this paper is to introduce the concept of social noise. Under the influence of social noise, a social media user may adjust information behavior based on external cues, attempting to present themselves in a more desirable way to increase their social capital.

A qualitative study informed by an ethnographic approach was used to examine social media information behavior. Participants were observed using Facebook, followed by semi-structured interviews. Data analysis was theoretically grounded in thematic analysis but also adaptive to observations in the data.

Four constructs of social noise were identified in the data. Identity curation emerged as the overarching consideration for individuals. The constructs cultural commitments and relationship management both had a strong presence within the data as well. The fourth construct, conflict management, was identified as social media users decided how to respond to individuals or information with which they did not agree.

This study reveals that social media users' awareness of observation by others does impact their information behavior. Efforts to craft a personal reputation, build or maintain relationships, pursue important commitments and manage conflict all influence the observable information behavior of social media users. As a result, observable social media information behavior may not be an accurate reflection of an individual's true thoughts and beliefs.

Drawing upon social cognitive theory, this study aims to investigate the potential predictors and consequences of social media health-misinformation seeking behavior during the coronavirus (COVID-19) pandemic.

Using a sample of 230 international students studying at Wuhan University and Beijing Language and Cultural University, China, this study employs structural equation modeling to analyze the collected data.

The results indicate that personal factors such as lack of health information literacy, environmental factors, information overload and social media peer influence have a significant effect on behavior, namely social media health-misinformation seeking behavior, which further influences outcomes, namely social media users' anxiety during the COVID-19 pandemic. In addition, both lack of health information literacy and social media peer influence have significant and direct effects on social media users' anxiety. However, the direct effect of information overload on social media users' anxiety is insignificant.

First, this study contributes to the literature on the individuals' social media health-misinformation seeking behavior, its precursors and its consequences, specifically on their mental healthcare during a pandemic situation. Second, this research is one of the pioneer studies that extend social cognitive theory to the context of social media health-misinformation seeking behavior and users' anxiety relationship.

This study aims to investigate how the gratifications obtained through brand-related social media content affect brand intimacy and thereby influence customer extra-role behavior.

Using the uses and gratification theory, this study proposes information, entertainment and remuneration content that motivates customers to develop brand intimacy and thereby perform customer extra-role behavior. The study also tests the moderated moderation effect of self-congruence and customer experience using 704 observations from South India in the food industry context.

The study’s results reveal the influence of entertainment and remuneration content on brand intimacy, which further influences customer extra-role behavior (civic virtue, cocreation, sportsmanship and helping behaviors). The study confirms a moderated moderation effect in the relationship between brand intimacy and civic virtue and brand intimacy and sportsmanship behaviors.

The study suggests that brands may include entertainment and remuneration elements in their social media content to build intimate customer relationships, further influencing customers’ extra-role behaviors. Besides, brands should focus on customers’ self-concepts and experiences to encourage them to act voluntarily.

This study makes a unique contribution by investigating the influence of brand-related social media content on customer extra-role behavior through brand intimacy. It uses self-congruence and customer experience to test their moderated moderation effect in the relationship between brand intimacy and customer extra-role behavior.

Drawing on insights from social influence theory, the MAIN model of digital media affordances and the literature on the attention economy, this study aims to investigate how social media influencers’ community and content strategy contribute to follower engagement behavior in the presence of competition.

This study used a web-scraped data set of Instagram influencers. It measured community strategy using influencers’ number of followers, number of following and breadth of interest; content strategy using modality type and number of posts; competition using number of influencers operating in the same primary domain of interest; and follower engagement behavior using number of likes and comments. A negative binomial regression model was estimated to test the proposed hypotheses.

The findings reveal that elements of influencers’ community and content strategies, such as number of followers, modality type and number of posts, influence follower engagement behavior. Similarly, competition significantly influences follower engagement behavior both independently and by interacting with influencers’ community and content strategy.

The findings offer insight for brands to identify suitable influencers for partnerships. For instance, brands can judge influencers’ suitability for partnership based on how many followers they have, how many posts they share and how many competitors they have. Further, the findings offer insight for influencers on how they can drive follower engagement behavior by managing their social media community and content.

This study develops an integrated model of factors that determine follower engagement behavior for social media influencers. The findings emphasize influencers’ strategy as the primary driver of follower engagement behavior. Extant studies focus on followers’ motivation and perception to explain follower engagement behavior while the role of influencers’ strategy is underplayed.

The practice of frontline employees articulating their brand voice and posting work-related content on social media has emerged; however, employee brand equity (EBE) research has yet to be linked to employees’ social media activity. This paper aims to take a methods-based approach to better understand employees’ roles as influencers. As such, its objective is to operationalize and apply the three EBE dimensions – brand consistent behavior, brand endorsement and brand allegiance – using Instagram data.

This qualitative research uses a case study of employee influencers at SoulCycle, a leading North American fitness company and examines 100 Instagram images and 100 captions from these influential employees to assess the three EBE dimensions.

Brand consistent behavior (what employees do) was the most important EBE dimension indicating that employees’ social media activities align with their employer’s values. Brand allegiance (what employees intend to do in the future) whereby employees self-identify with their employer on social media, followed. Brand endorsement (what employees say) was the least influential of the three EBE dimensions, which may indicate a higher level of perceived authenticity from a consumer perspective.

This research makes three contributions. First, it presents a novel measure of EBE using public Instagram data. Second, it represents a unique expansion and an evolution of King et al.’s (2012) model. Third, it considers employees’ work-related content on social media to understand employees’ role as influencers and their co-creation of EBE, which is currently an under-represented perspective in the internal branding literature.

This study aims to investigate the relationship between young people’s Conspicuous Donation Behaviour (CDB) on social media platforms and their offline donation behaviour, specifically intentions to donate and volunteer time. It also explores materialism, self-esteem and self-monitoring as CDB trait antecedents, as a form of conspicuous consumption on social media. Finally, it considers the influence of altruism on these relationships.

A survey was conducted of regular Facebook users mentioning a charity brand on Facebook in the past year. Data from 234 participants were analysed and hypotheses tested using structural equation modeling.

Results confirm two forms of CDB – self and other-oriented. Materialistic consumers are more likely to engage in both forms of CDB on Facebook. High self-esteem increases self-oriented CDB; high self-monitoring increases other-oriented CDB. Self-oriented CDB is positively associated with donation intentions, but other-oriented CDB is negatively associated. Findings reveal how altruism moderates this model.

Findings show how personality traits influence CDB and reveal the relationship between CDB, as virtual conspicuous consumption on social media platforms, and donation behaviour.

The study provides implications for managers about enhancing charitable donations through social media.

This is the first study to explore donation behaviour as a form of conspicuous consumption on social media, where virtual conspicuous consumption (i) does not require any offline consumption and (ii) may achieve the desired recognition, without any charitable act. It provides new insights into CDB, its antecedents and influence on donation behaviour.

With the increasing importance of social media in promoting events, understanding the relationship between event followers' motivations and their behaviors on an event's social media platform becomes a key success factor to attract event-goers. Previous studies on exploring the relationship between social media and event attendees have concentrated mostly on a Western context social media, for example, Facebook, and Western festivals; studies concerning the East or China are scant. This study uses the Strawberry Music Festival in China as a case study and researches its two official social media platforms: WeChat and Weibo.

The research explores the hedonic and utilitarian motivation of social media followers and investigates followers' browsing and participation behaviors as well as the influence of their usage behaviors on intentions to attend an event. A total of 190 valid responses were collected through an online questionnaire from social media followers of the music festival.

The findings reveal that both utilitarian and hedonic motivation have significant effects on browsing and participation behaviors. More importantly, browsing and participation behaviors also affect the intentions to attend an event and the electronic word-of-mouth (eWOM) effect.

The research results provide practical insights for event organizers regarding potential event-goers' usage patterns on social media platforms and their intention to visit events.

This study contributes to the authors’ understanding of the relationship between event attendance and social media behavior, in particular of the East.