This study aimed to (1) explore the correlated influential factors that promote consumers' sharing behaviors of electronic coupons, (2) identify relevant knowledge gaps on e-coupon sharing, and (3) develop a theoretical model to explain the e-coupon sharing behavior of consumers. This study suggested that familiarity and professionalism of the referral source have significant and positive impacts on the feeling of credibility of e-coupons, which promote consumers' willingness to share. Moreover, this research used electronic coupons as the product from (1) the concept of social marketing and (2) the perspective of the social sharing behavior of consumers. The research findings of this study showed that (1) community-based social marketing is covered in the social norm as social individuals frequently hope to share benefits with others. (2) People's sharing purpose is to promote their established social relationship via sharing the benefits to others. In this case, benefits referred to advantageous products' attributes and values consumers found on the products such as credibility of the products. (3) The interlaced display of products and social psychology in the field of social marketing was also discussed in this study. In short, the research results of this study theoretically contributed to indicate the connection mechanism between (A) social benefit-sharing behavior and (B) product benefits. That is to say, the feeling of credibility and willingness to shares are covered by the social benefit-sharing behavior mechanism, while the product-benefit mechanism covers professionalism, feeling of credibility and willingness to share. Note that the (A) social benefit-sharing behavior mechanism works in the form of social norms in sharing benefits to an individual's social networks; the (B) product-benefit mechanism work in the form of product values and attributes.

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Technological innovation relies on creating new knowledge and technologies, and the talents who create and share the knowledge are influenced by interpersonal relationships. Therefore, how to use the company’s existing internal resources to solve the issue of interpersonal workplace exclusion and encourage the knowledge-sharing between employees to form a specific cultural dynamism in terms of knowledge sharing, which leads to technological innovations, has become a challenge for enterprises. Through an investigation of the survey conducted in China, this paper aimed to explore the influence mechanism of workplace exclusion on knowledge sharing from resource conservation theory and social exchange theory perspectives. The dual moderation model of this study contained digital media and the dynamics of organizational culture. The research results of this study found that workplace exclusion has a significant negative impact on knowledge sharing while digital media negatively moderates the relationship between workplace exclusion on knowledge sharing. On the other hand, organizational culture dynamics help enhance digital media’s moderating effect on the negative relationship between workplace exclusion and knowledge sharing. This research result indicates that when promoting employees’ knowledge-sharing behavior, the influence of the organizational cultural environment cannot be ignored. With the vibrant dynamics of organizational culture design, the company can promote a free, relaxed and innovative cultural atmosphere, encouraging employees to express their ideas and suggestions freely. That is to say, when employees feel excluded from others and cannot express their views because of being ignored and excluded, the visibility of digital media helps them better express their views and knowledge.

Social media users have increased rapidly in recent years; however, most are “silent users” who rarely share information online. To maintain social media companies’ stable operation and development, this research explored the effects of flow experience and identity formation on users’ intrinsic motivation to facilitate aggressive, spontaneous, and habitual participation in virtual communities. A total of 487 valid questionnaires were collected and underwent regression analysis. The results revealed that all three intrinsic motivations had a significant impact on social media participation, with social interaction exerting the strongest influence. Flow experience and identification had significant, partial mediating effects on the relationship between motivation and participation. Several suggestions were provided based on the results to help social media enterprises increase user participation. It is hoped that this research could facilitate in transforming users into habitual participants to keep the operations of the virtual community stable and enduring.