A study on consumers' motivation to share content online

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...

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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:
Online Access:http://hdl.handle.net/10356/51351
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.10356-513512023-05-19T06:16:16Z A study on consumers' motivation to share content online Aisyah Bte Mohamed Ibrahim Wijaya, Dolly Noor Azian Ziana Abdul Aziz Nanyang Business School Zhang Xiaoling DRNTU::Business::Marketing::Internet 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 Credibility. We further aim to establish how the relationship between these variables and Intention to Share is moderated by viewers’ personality. Using sample online posts representing each studied elements, viewer’s intention to share is measured using self-administered online survey on 260 respondents in Singapore. Correlation test, regression analysis and t-test showed that our entire hypotheses were supported except for the contingent effect of personality on the relationship between self-affirmative value of content and intention to share. Limitations to the study were time and resource constraints which makes probability sampling impossible. Also, we were unable to get participant to have the feel of being logged into any SNS while doing the survey, as an accurate gauge on whether or not they will share the online post. Future research can be extended to explore what are the other elements of a post that will appeal to the Mavens, Connectors and Salespeople since they are more likely to share online posts. Our study provides marketers an insight on the kind of posts that they should produce in order to increase their chances of being shared on SNS. With better understanding of consumers’ motivation behind sharing, they can spread brand awareness through SNS more effectively. BUSINESS 2013-03-28T08:14:27Z 2013-03-28T08:14:27Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/51351 en Nanyang Technological University 114 p. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic DRNTU::Business::Marketing::Internet
spellingShingle DRNTU::Business::Marketing::Internet
Aisyah Bte Mohamed Ibrahim
Wijaya, Dolly
Noor Azian Ziana Abdul Aziz
A study on consumers' motivation to share content online
description 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 Credibility. We further aim to establish how the relationship between these variables and Intention to Share is moderated by viewers’ personality. Using sample online posts representing each studied elements, viewer’s intention to share is measured using self-administered online survey on 260 respondents in Singapore. Correlation test, regression analysis and t-test showed that our entire hypotheses were supported except for the contingent effect of personality on the relationship between self-affirmative value of content and intention to share. Limitations to the study were time and resource constraints which makes probability sampling impossible. Also, we were unable to get participant to have the feel of being logged into any SNS while doing the survey, as an accurate gauge on whether or not they will share the online post. Future research can be extended to explore what are the other elements of a post that will appeal to the Mavens, Connectors and Salespeople since they are more likely to share online posts. Our study provides marketers an insight on the kind of posts that they should produce in order to increase their chances of being shared on SNS. With better understanding of consumers’ motivation behind sharing, they can spread brand awareness through SNS more effectively.
author2 Nanyang Business School
author_facet Nanyang Business School
Aisyah Bte Mohamed Ibrahim
Wijaya, Dolly
Noor Azian Ziana Abdul Aziz
format Final Year Project
author Aisyah Bte Mohamed Ibrahim
Wijaya, Dolly
Noor Azian Ziana Abdul Aziz
author_sort Aisyah Bte Mohamed Ibrahim
title A study on consumers' motivation to share content online
title_short A study on consumers' motivation to share content online
title_full A study on consumers' motivation to share content online
title_fullStr A study on consumers' motivation to share content online
title_full_unstemmed A study on consumers' motivation to share content online
title_sort study on consumers' motivation to share content online
publishDate 2013
url http://hdl.handle.net/10356/51351
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