Start Date
10-12-2017 12:00 AM
Description
The ubiquitous usage of Social Media Networks makes them an increasingly important tool for businesses operating solely or partly online. They can support traffic generation, especially when guiding members from their Social Networking Service (SNS) towards the e-business website. In this work, we explore the question about how sharing motivation models need to be designed to provide an efficient sharing trigger for the e-customer considering its age and gender. Based on data collected online in two countries with a developed digital culture (N=409 as a whole sample and n= 134 for online sharing customers), we examine self-reported and experimental scenario-based motivations for sharing e-business content. Our findings indicate that while gender of the e-customer is irrelevant for the sharing behaviour, the customer age plays an important role and needs to be considered when designing a sharing model based on sharing buttons for SNS.
Recommended Citation
Levina, Olga and Vilnai-Yavetz, Iris, "Motivating Social Sharing in e-Business: Focus on Age or Gender?" (2017). ICIS 2017 Proceedings. 9.
https://aisel.aisnet.org/icis2017/EBusiness/Presentations/9
Motivating Social Sharing in e-Business: Focus on Age or Gender?
The ubiquitous usage of Social Media Networks makes them an increasingly important tool for businesses operating solely or partly online. They can support traffic generation, especially when guiding members from their Social Networking Service (SNS) towards the e-business website. In this work, we explore the question about how sharing motivation models need to be designed to provide an efficient sharing trigger for the e-customer considering its age and gender. Based on data collected online in two countries with a developed digital culture (N=409 as a whole sample and n= 134 for online sharing customers), we examine self-reported and experimental scenario-based motivations for sharing e-business content. Our findings indicate that while gender of the e-customer is irrelevant for the sharing behaviour, the customer age plays an important role and needs to be considered when designing a sharing model based on sharing buttons for SNS.