Abstract
Users’ sharing behavior determines the diffusion of firm generated content on social media. However, it is unclear whether current literature on antecedents of sharing behavior can be applied to the context of the firm generated content in brand communities. Therefore, this study tackles two research questions about the effect of tie strength on sharing behavior for firm generated content and the moderating role of the novelty on the relationship between tie strength and sharing behavior. To answer the research questions, this study investigates three key constructs: sharing behavior, information novelty, and tie strength and suggests hypothesized relationships among them. This study is expected to contribute current knowledge in information sharing by focusing on strong tie subscribers whose role has been underestimated compared to weak tie subscribers.
Recommended Citation
Lee, Heeseung, "Effect of Novelty and Tie Strength on Sharing Behavior for Firm Generated Content" (2019). AMCIS 2019 Proceedings. 3.
https://aisel.aisnet.org/amcis2019/social_computing/social_computing/3
Effect of Novelty and Tie Strength on Sharing Behavior for Firm Generated Content
Users’ sharing behavior determines the diffusion of firm generated content on social media. However, it is unclear whether current literature on antecedents of sharing behavior can be applied to the context of the firm generated content in brand communities. Therefore, this study tackles two research questions about the effect of tie strength on sharing behavior for firm generated content and the moderating role of the novelty on the relationship between tie strength and sharing behavior. To answer the research questions, this study investigates three key constructs: sharing behavior, information novelty, and tie strength and suggests hypothesized relationships among them. This study is expected to contribute current knowledge in information sharing by focusing on strong tie subscribers whose role has been underestimated compared to weak tie subscribers.