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Although previous research has recognized the pivotal role of mobile social media in knowledge sharing among project members, little is known about what factors affect knowledge sharing in mobile social media groups (MSMGs). Against this background, using normative social influence theory, this study attempts to explore factors influencing knowledge sharing in MSMGs.

Data from 205 Chinese construction project members are collected and used for analysis. Ordinary least squares regression by Stata 16 is used to test the proposed hypotheses.

Concerning role norms, gender difference in knowledge sharing behavior (KSB) is found, while it is not the case for knowledge quality (KQ). Work experience is found to positively affect KQ, but shows no influence on KSB. As for group norms, the inverted-U relationship between number of members and KSB is partially supported. In addition, organizational norms generally exhibit the greatest influence on both KSB and KQ among the three forms of norms.

This study deepens the understanding of knowledge sharing factors in mobile social media environments and affords practical implications for how to make full use of social media for knowledge management within construction project teams.