A study on consumers' motivation to share content online

• Main Authors: Aisyah Bte Mohamed Ibrahim, Wijaya, Dolly, Noor Azian Ziana Abdul Aziz
• Other Authors: Nanyang Business School
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/51351
• Institution: Nanyang Technological University

This paper aims to study the elements of online posts as seen on Social Networking Sites (SNS) and how it affects a viewers’ intention to share the post. The elements of the post evaluated are its Self-affirmative Value, Practical Utility, Emotional Motives, Message Credibility and Source Credibilit...