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Effects of Social Connectedness on the Sharing of Employee-Created Content

With the popularity of social network platforms (e.g., Facebook and WeChat), users can easily build social connections with others, create content, and even forward or share content. While previous studies on content sharing shed light on either content creator or receiver, this paper is to investig...

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Detalles Bibliográficos
Autores principales: Zhang, Xueting, Chen, Man
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2022
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8921258/
https://www.ncbi.nlm.nih.gov/pubmed/35300157
http://dx.doi.org/10.3389/fpsyg.2022.782304
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author Zhang, Xueting
Chen, Man
author_facet Zhang, Xueting
Chen, Man
author_sort Zhang, Xueting
collection PubMed
description With the popularity of social network platforms (e.g., Facebook and WeChat), users can easily build social connections with others, create content, and even forward or share content. While previous studies on content sharing shed light on either content creator or receiver, this paper is to investigate whether, when, and how the social connectedness of content creator (i.e., employee) and receiver (i.e., employee’s friend) jointly influence the sharing likelihood of receiver. We conducted a field study on the largest social media platform and two experiments in China. Study 1 found that well-connected receivers prefer to share content from well-connected employee, and poorly connected receivers prefer to share content from poorly connected employee, but if the content contains promotional information, well-connected receivers are less likely to share it from the well-connected employee. Studies 2 and 3 confirmed these findings and verified that self-enhancement motivation acts as a mediator. The findings suggest that firm should choose the “right” employees who will send content to their “right” friends and caution about the crowd-out effect of promotional content. We provide new insights into the joint effects of creator and receiver, the moderating role of promotional content, and the mediating role of self-enhancement, which enriches both viral marketing and social media literature.
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spelling pubmed-89212582022-03-16 Effects of Social Connectedness on the Sharing of Employee-Created Content Zhang, Xueting Chen, Man Front Psychol Psychology With the popularity of social network platforms (e.g., Facebook and WeChat), users can easily build social connections with others, create content, and even forward or share content. While previous studies on content sharing shed light on either content creator or receiver, this paper is to investigate whether, when, and how the social connectedness of content creator (i.e., employee) and receiver (i.e., employee’s friend) jointly influence the sharing likelihood of receiver. We conducted a field study on the largest social media platform and two experiments in China. Study 1 found that well-connected receivers prefer to share content from well-connected employee, and poorly connected receivers prefer to share content from poorly connected employee, but if the content contains promotional information, well-connected receivers are less likely to share it from the well-connected employee. Studies 2 and 3 confirmed these findings and verified that self-enhancement motivation acts as a mediator. The findings suggest that firm should choose the “right” employees who will send content to their “right” friends and caution about the crowd-out effect of promotional content. We provide new insights into the joint effects of creator and receiver, the moderating role of promotional content, and the mediating role of self-enhancement, which enriches both viral marketing and social media literature. Frontiers Media S.A. 2022-03-01 /pmc/articles/PMC8921258/ /pubmed/35300157 http://dx.doi.org/10.3389/fpsyg.2022.782304 Text en Copyright © 2022 Zhang and Chen. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Psychology
Zhang, Xueting
Chen, Man
Effects of Social Connectedness on the Sharing of Employee-Created Content
title Effects of Social Connectedness on the Sharing of Employee-Created Content
title_full Effects of Social Connectedness on the Sharing of Employee-Created Content
title_fullStr Effects of Social Connectedness on the Sharing of Employee-Created Content
title_full_unstemmed Effects of Social Connectedness on the Sharing of Employee-Created Content
title_short Effects of Social Connectedness on the Sharing of Employee-Created Content
title_sort effects of social connectedness on the sharing of employee-created content
topic Psychology
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8921258/
https://www.ncbi.nlm.nih.gov/pubmed/35300157
http://dx.doi.org/10.3389/fpsyg.2022.782304
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