Online Content Sharing Behavior: A Review on the Social Psychology Perspective

Yessy Artanti

2018

Abstract

There is a need to understand and foster the determinants of sharing behavior in viral marketing based on the perspective of social psychology. This paper develops an integrated model designed to review and explain the relationship about online content that consists of humor, sex, and informative and motivational factors on online content sharing behavior with audience size and situational factor as moderator variables based on the perspective of social psychology. This study is planned using empirical research by collecting data obtained from students who often use social media and tested using experimental methods and Moderated Regression Analysis (MRA). Expected results and in accordance with some previous research, explained that it is expected that there will be differences in behavior of students who often conduct online sharing behavior in terms of the type of content that is most often shared. In addition, also expected that some motivational factors influence online content sharing behavior and this influence expected to be greater with the presence of situational factors and audience size. By review, the impacts of the type of contextual factors and personal perceptions on knowledge sharing behavior, the integrated model better explains behavior than other proposed models.

Paper Citation

in Harvard Style

Artanti Y. (2018). Online Content Sharing Behavior: A Review on the Social Psychology Perspective.In Proceedings of the 2nd International Research Conference on Economics and Business - Volume 1: IRCEB, ISBN 978-989-758-428-2, pages 297-305. DOI: 10.5220/0008787402970305

in Bibtex Style

@conference{irceb18,
author={Yessy Artanti},
title={Online Content Sharing Behavior: A Review on the Social Psychology Perspective},
booktitle={Proceedings of the 2nd International Research Conference on Economics and Business - Volume 1: IRCEB,},
year={2018},
pages={297-305},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0008787402970305},
isbn={978-989-758-428-2},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Research Conference on Economics and Business - Volume 1: IRCEB,
TI - Online Content Sharing Behavior: A Review on the Social Psychology Perspective
SN - 978-989-758-428-2
AU - Artanti Y.
PY - 2018
SP - 297
EP - 305
DO - 10.5220/0008787402970305