Date of Award

May 2019

Degree Name

Master of Arts (MA)

Department

Mass Communications

Advisor(s)

Rebecca Ortiz

Keywords

information sharing, persuasion knowledge, social media, survey

Subject Categories

Social and Behavioral Sciences

Abstract

The success of social media marketing tactics is highly dependent on the understanding of social media users' information sharing behaviors. Social media user’s likelihood to share is related to various factors, such as knowledge, belief and personality traits. Survey data from 504 American social media users reveals that users' perceived knowledge about social media marketing tactics positively related to their perceived benefits, which further associated with their likelihood of sharing information on social media. Findings also indicate that users' desire for control partially mediates relationship between users’ knowledge of social media tactics and their likelihood to share information. However, the data does not provide evidence for the expected relationship between knowledge, perceived privacy risk and social media sharing behaviors. The findings reinforce the expectancy-value model, indicating the relationship between social media users’ perception of positive self-performance in evaluating social media marketing tactics and the activeness of social media use. The author also discusses the privacy paradox in social media use.

Access

Open Access

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