FACTORS AFFECTING USERS COMMENTS, INTENTION TO SHARE, AND SHARING ATTITUDE: EVIDENCE FROM THE FACEBOOK PLATFORM

Wasfi Alrawabdeh

Global Journal of Business Research, 2022, vol. 16, issue 1, 41-55

Abstract: Billions of people use Facebook sites as active users every day. Moreover, the number of users increases daily. Hundreds of millions of adds, messages, stories, and comments are placed each day as well. Few studies have examined why Facebook users share their views and study the factors that affect such intentions. A set of factors were used to study Facebook users' intention to share. We considered entertainment, informativeness (information sharing), socialization, peer friend effect, and self-efficacy. Further, this study adds value to the literature by investigating if the intention to share influences users’ sharing attitude. A quantitative approach was used to collect primary data from 253 users. Smart partial least squares were used to test the primary data suitability. Evidence shows the proposed study model fit the proposed study hypotheses. The study found that all factors studied affect Facebook users' intention to share information.The study results also support the proposed hypotheses and found a positive influence of intention to share on sharing attitude. Additional information explains theoretical and empirical applications and proposes future research areas.

Keywords: Social Media; Facebook; Entertainment; Intention To Share; Information Sharing; Entertainment; Social Influence –Socialization; Friends; Peer Friends; Self-Efficacy (search for similar items in EconPapers)
JEL-codes: M30 M31 (search for similar items in EconPapers)
Date: 2022
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