Asia Pacific Journal of Information Systems (APJIS)

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Current Issue

Date	December 2015
Vol. No.	Vol. 25 No. 4
DOI	http://dx.doi.org/10.14329/apjis.2015.25.4.719
Page	719~745
Title	Marketer-Generated Content Sharing Among Social Broadcasting Users: Effects of Intrinsic Motivations, Social Capital and the Moderating Role of Prevention Focus
Author	Yuhao Li, Kanliang Wang
Keyword	Marketer-Generated Content, Content Sharing, Micro-Blogging, Information Diffusion, Social Broadcasting
Abstract	Social networking services provide individuals with an easy approach for exchanging messages with others based on interpersonal relationships. However, why individuals spread marketer-generated content (MGC) in their online social circles remains unclear. Therefore, we develop a theoretical model to examine how social capital, intrinsic motivations, personal perceptions, past behavior, and personal traits influence MGC sharing behavior of social media users in micro-blogging context. Data collected from 319 social networking users support the proposed model. The results from partial least squares analyses show that enjoyment, perceived control, and outcome expectations are significant indicators of individual’s MGC sharing intention in the social broadcasting environment. Results also suggest that social capital, users’ intention, and past behavior positively influence the MGC sharing behavior of users. Moreover, individual prevention pride exhibits a significant inter-action effect on the relationships between users’ MGC sharing and its antecedents. Implications for research and practice are discussed.

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