The Effect of Intrinsic and Extrinsic Motivations on Social Media Engagement and Customer Likelihood to Share Content on Facebook

Abstract

The aim of the current study is to understand the motivations that lead to social media engagement and customers sharing intention on social media. A theoretical model is developed including six independent variables, which are community culture, altruism, fear of missing out, entertainment, informativeness, and social media engagement and likelihood to share as dependent variables. A quantitative methodology is used, where an online survey with close-ended questions is distributed and then the data was analyzed. The results of the data analysis found that four of the independent variables have a positive influence on customers’ likelihood to share, and social media engagement has the highest value. However, entertainment and informativeness had no impact on the likelihood to share viral content. eral motivations and the likelihood to share. Furthermore, it outlines key elements to create viral content and guides, marketers, to effective communication with online consumers.