PACIS 2022 Proceedings


Users share content on Social Networking Sites (SNS) on a daily basis and for various purposes. While users intend to demonstrate their personal experiences of events in their lives, they often discuss and expose the presence of others in those activities or take group photos from the events. In this research, we aim to discover the reflective and impulsive paths people might take while making decisions to post or share contents that includes others on SNS. Drawing from Dual Process Theory, our research model investigates the effect of a sense of belonging, incentive seeking, and immediate gratification as impulsive factors, collective privacy norms, trust in the platform, and co-ownership perception as reflective factors on the intention to share group content on SNS. To test and validate the research model, we aim to adopt a mixed- method approach to test for the proposed research model and hypotheses.



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