Seeking and Sharing: Motivations for Linking on Twitter

Holton, Avery E.; kang, Baek; Coddington, Mark; Yaschur, Carolyn

doi:10.1080/08824096.2013.843165

Cited by 88 publications

(72 citation statements)

References 17 publications

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“…Studies on sharing behaviour in both an online and social media context have validated the positive effect of the information sharing motivation (e.g. Alhabash et al 2014;Baek et al 2011;Holton et al 2014;Johnson and Yang 2009;Lu et al 2010;Malik et al 2016;Quinn 2016). However, prior studies that identified information sharing as a significant positive predictor of behaviour were focussed on non-commercial contexts, which are not directly comparable with this study.…”

Section: Information Sharingcontrasting

confidence: 58%

“…Literature on sharing behaviour has identified entertainment as a strong motivation (e.g. Baek et al 2011;Holton et al 2014;Malik et al 2016;Sung et al 2016;Taylor et al 2012), with U&G studies also finding that it is one of the most dominant gratifications (e.g. Lee and Ma 2012;Park et al 2009).…”

Section: Entertainmentmentioning

confidence: 99%

“…Lee and Ma 2012;Park et al 2009). Entertainment has been associated with link sharing (Holton et al 2014), news sharing (Hanson and Haridakis 2008), online advertisement sharing (Taylor et al 2012), as well as photo sharing (Malik et al 2016). The use of social networking sites by brands enables entertainment through their use of the platform and the content they post (Kim and Ko 2012).…”

Section: Entertainmentmentioning

confidence: 99%

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Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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Organisations are increasingly utilising social media to advertise to, and interact with, consumers. Sponsored advertisements embedded into targeted users' social media feeds appear less invasive than standalone advertisements but, unlike organic postings, incur financial cost. Given that friends' posts attract most attention, this research employs Uses and Gratifications theory to determine salient motivations for users' intentions to share sponsored advertisements, framed in the tourism context. Survey data was collected (n = 487) and analysis revealed altruism, entertainment, socialising, and information seeking to be significant positive drivers of intention to share tourism-related sponsored advertisements on Facebook. Notably, information sharing was found to have a negative effect, while self-expression had no significant effect. In addition, the motivations were not found to significantly differ between males and females. This study contributes to theoretical understanding of users' intentions to share sponsored advertisements within the social media environment and provides practical recommendations to help tourism marketers maximise reach.

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Section: Information Sharingcontrasting

confidence: 58%

Section: Entertainmentmentioning

confidence: 99%

Section: Entertainmentmentioning

confidence: 99%

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Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective

2018

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“…engaging in discussions with political leaders and supporters) (Lee, 2013;Parmelee & Bichard, 2012). Twitter also satisfies the need to connect with others (Java et al, 2007), to share information (Java et al, 2007;Liu, Cheung, & Lee, 2010), to express views (Java et al, 2007;Lee & Kim, 2014;Liu et al, 2010), to maintain relationships (Lee & Kim, 2014) and to be entertained (Holton et al, 2014;Lee & Kim, 2014;Parmelee & Bichard, 2012). Uses and gratifications studies of social media most often focus on motivations for general use.…”

Section: Uses and Gratifications And Social Mediamentioning

confidence: 93%

“…Although Twitter is a top stop for hearing the latest news and information (Lee & Kim, 2014;Park, 2013), it tends to gratify social needs rather than informational ones (Holton, Baek, Coddington, & Yaschur, 2014;Parmelee & Bichard, 2012). Even when users connect specifically for news, it still largely serves social utility (having something to talk about with others) and self-expression needs (e.g.…”

Section: Uses and Gratifications And Social Mediamentioning

confidence: 98%