The relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection

Article

Kim, M., Jun, M. and Han, J. 2023. The relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection. Asia Pacific Journal of Marketing and Logistics. 35 (1), pp. 1-16. https://doi.org/10.1108/APJML-01-2021-0066
TypeArticle
TitleThe relationship between needs, motivations and information sharing behaviors on social media: focus on the self-connection and social connection
AuthorsKim, M., Jun, M. and Han, J.
Abstract

Purpose
The purpose of this study is to investigate the factors that influence the information sharing behavior of individuals on social media. Furthermore, the study analyzes the effect that individuals’ self-connection to social media has on information sharing through self-efficacy and the effect of social-connection on information sharing through empathy.

Design/methodology/approach
A survey questionnaire was developed and distributed to social media users from general participants in the Republic of Korea. A total of 824 valid responses were obtained. Hypotheses were tested using structural equation modeling and applying SmartPLS 3.0.

Findings
The result indicated that individuals are motivated to share information through self-connection and social connection. Furthermore, the mediation analysis revealed that the effect of self-connection on information sharing in social media is mediated by self-efficacy. Also, social connection will increase information sharing not only directly but also indirectly through its positive effect on empathy.

Originality/value
The authors focused on the basic needs of humans and tried to reveal the relationship between human needs and motivational beliefs, which are self-efficacy and empathy, and information sharing behavior on social media. Through the individual's fundamental needs that social media can satisfy, individuals will gain positive psychological benefits through using social media. This study considered what psychological benefits social media can provide.

KeywordsSocial media; Information sharing behavior; Self-connection; Social connection; Self-efficacy; Empathy
Sustainable Development Goals9 Industry, innovation and infrastructure
Middlesex University ThemeCreativity, Culture & Enterprise
PublisherEmerald Publishing Limited
JournalAsia Pacific Journal of Marketing and Logistics
ISSN1355-5855
Electronic1758-4248
Publication dates
Online07 Jan 2022
Print04 Jan 2023
Publication process dates
Submitted26 Jan 2021
Accepted21 Dec 2021
Deposited30 Oct 2023
Output statusPublished
Accepted author manuscript
Digital Object Identifier (DOI)https://doi.org/10.1108/APJML-01-2021-0066
Web of Science identifierWOS:000747715900001
LanguageEnglish
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