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The Effects of Perceived Value on Facebook Post Sharing Intention

Published: 08 December 2014 Publication History

Abstract

The rapid development of Facebook makes a large amount of users to join the platform and share a variety of information on it. Facebook has become an innovative and effective platform for disseminating business information. It is thus interesting to investigate the issue of how to motivate the users to initiatively share the information of products or service provided by a certain brand which manages the Facebook Page. In addition, the privacy concern is one of the top issues of Facebook and would influence the sharing behavior. Therefore, this study intends to investigate the antecedents of the attitude toward sharing post on the Facebook from the perceived value perspective and how the privacy concern moderates the relationship between sharing attitude and sharing intention. According to the analysis results from 375 valid respondents, first, the utilitarian value and social value have significant effects on sharing attitude. Second, the privacy concern cannot moderate the relationship between the sharing attitude and sharing intention. In addition, we also divided the samples by gender and usage time to figure out the differences between each group. The implications of this study can provide some advices for Internet marketing decision makers to make proper marketing strategy of products and services.

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  • (2024)Customer Perceived Value in E-Retail: How It Drives Social Media Sharing IntentionProceedings of Ninth International Congress on Information and Communication Technology10.1007/978-981-97-3302-6_40(493-505)Online publication date: 25-Jul-2024
  • (2023)Exploring Enablers of Contagious Content for Dining Blogs: An Integrated Approach by Using Content Analysis and Interpretive Structural ModelingJournal of Theoretical and Applied Electronic Commerce Research10.3390/jtaer1801003418:1(668-688)Online publication date: 20-Mar-2023
  • (2023)Exploring the Privacy Paradox in Social Network UsersMobile Information Systems10.1155/2023/49873642023Online publication date: 1-Jan-2023
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    cover image ACM Other conferences
    MoMM '14: Proceedings of the 12th International Conference on Advances in Mobile Computing and Multimedia
    December 2014
    464 pages
    ISBN:9781450330084
    DOI:10.1145/2684103
    Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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    Published: 08 December 2014

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    Author Tags

    1. Perceived value
    2. Theory of Reasoned Action
    3. post sharing
    4. privacy concern
    5. social network

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    View all
    • (2024)Customer Perceived Value in E-Retail: How It Drives Social Media Sharing IntentionProceedings of Ninth International Congress on Information and Communication Technology10.1007/978-981-97-3302-6_40(493-505)Online publication date: 25-Jul-2024
    • (2023)Exploring Enablers of Contagious Content for Dining Blogs: An Integrated Approach by Using Content Analysis and Interpretive Structural ModelingJournal of Theoretical and Applied Electronic Commerce Research10.3390/jtaer1801003418:1(668-688)Online publication date: 20-Mar-2023
    • (2023)Exploring the Privacy Paradox in Social Network UsersMobile Information Systems10.1155/2023/49873642023Online publication date: 1-Jan-2023
    • (2022)Examining users’ news sharing behaviour on social media: role of perception of online civic engagement and dual social influencesBehaviour & Information Technology10.1080/0144929X.2022.206601942:8(1194-1215)Online publication date: 18-Apr-2022
    • (2021)News Engagement on Closed Platforms. Human Factors and Technological Affordances Influencing Exposure to News on WhatsAppDigital Journalism10.1080/21670811.2021.1927778(1-23)Online publication date: 4-Jun-2021
    • (2021)Social Commerce: The Mediating Effects of Trust and Value Co-creation on Social Sharing and Shopping IntentionsHCI in Business, Government and Organizations10.1007/978-3-030-77750-0_9(131-142)Online publication date: 3-Jul-2021
    • (2015)News Sharing in Social Media: A Review of Current Research on News Sharing Users, Content, and NetworksSocial Media + Society10.1177/20563051156101411:2Online publication date: 8-Oct-2015

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