Main Article Content

Yessy Artanti
Sri Hartini


Online information sharing behavior is an activity of exchanging or sharing information quickly and widely, as well as viruses on a computer, using interactive internet networks. To comprehensively comprehend the process of social transmission and the factors that influence it, it is necessary to know the variables that affect social relations. Previous studies have still little to discuss the role of social processes that encourage individuals to decide on the affinity of online content sharing. In addition, there are still not many studies that emphasize what kind of online content causes content to be more viral than other types of content supported by individual motivational factors and some variables that can strengthen or even weaken that influence. This research uses 208 student respondents through the Moderated Regression Analysis tool to examine situational factors as moderator variables on the relationship between individual motivational factors and online content sharing behavior. The results of the analysis found that there were significant effects of individual motivational factors on online content sharing behavior but this effect became not significant in the presence of situational factors as moderator variables. This research contributes significantly to marketing strategies in a company by utilizing the type of content and individual motivational factors that cause viral content or news to be faster.



Download data is not yet available.

Plum Analytics

Article Details



Aral, S., Muchnik, L., & Sundararajan, A. (2013). Engineering social contagions: Optimal network seeding in the presence of homophily. Network Science, 1(2), 125–153.

Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19(3), 273–290.

Berger, J., & Milkman, K. L. (2011). What makes online content viral? Strategic Direction, 28(8), 90–91.

Berger, J., & Schwartz, M. (2011). What drives immediate and ongoing word of mouth? Journal of Marketing Research, XLVIII(October), 869–880.

Botha, E., & Reyneke, M. (2013). To share or not to share: the role of content and emotion in viral marketing. Journal of Public Affairs, 13(2), 160–171.

Brown, M. R., Bhadury, R. K., & Pope, N. K. L. (2010). The impact of comedic violence on viral advertising effectiveness. Journal of Advertising, 39(1), 49–66.

Chang, Y.-S., Hsu, S.-F., Liao, C.-H., & Lin, S.-C. (2013). Knowledge sharing in online communities: Subjective norm, trust, media richness, and the individual’s role in knowledge sharing. In EdMedia: World Conference on Educational Media and Technology (pp. 801–806). Retrieved from

Chen, Z., & Berger, J. (2013). When, why, and how controversy causes conversation. Journal of Consumer Research, 40(3), 580–593.

Chung, C. M. Y., & Darke, P. R. (2006). The consumer as advocate: Self-relevance, culture, and word-of-mouth. Marketing Letters, 17(4), 269–279.

Cynthiadewi, P. R., & Hatammimi, J. (2014). The influence of electronic word of mouth toward brand image and purchase intention of 13th shoes. In International Conference on Economics, Education and Humanities (ICEEH’14) (pp. 66–70).

Eckler, P., & Bolls, P. (2011). Spreading the virus: Emotional tone of viral advertising and its effect on forwarding intentions and attitudes. Journal of Interactive Advertising, 11(2), 1–11.

Gaurav, K., & Dheer, S. (2018). Social media usage at workplace - An empirical investigation. SUMEDHA Journal of Management, 7(1), 144–159.

Golan, G. J., & Zaidner, L. (2008). Creative strategies in viral advertising: An application of Taylor’s six-segment message strategy wheel. Journal of Computer-Mediated Communication, 13, 959–972.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e‐WOM scale: word‐of‐mouth measurement scale for e‐services context. Canadian Journal of Administrative Sciences, 27(1), 5–23.

Hayes, J. L., & King, K. W. (2014). The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising, 14(2), 98–109.

Ho, J. Y. C., & Dempsey, M. (2010). Viral marketing: Motivations to forward online content. Journal of Business Research, 63, 1000–1006.

Hung, S. W., & Cheng, M. J. (2013). Are you ready for knowledge sharing? An empirical study of virtual communities. Computers and Education, 62, 8–17.

Izawa, M. (2010). What makes viral videos viral?: Roles of emotion, impression, utility, and social ties in online sharing behavior. The Johns Hopkins University. The Johns Hopkins University.

Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of Social Media. Business Horizons, 53(1), 59–68.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011). Social media? Get serious! Understanding the functional building blocks of social media. Business Horizons, 54(3), 241–251.

Leary, M. R., Kelly, K. M., Cottrell, C. A., & Schreindorfer, L. S. (2013). Construct validity of the need to belong scale: Mapping the nomological network. Journal of Personality Assessment, 95(6), 610–624.

Li, Y. M., Liao, T. F., & Lai, C. Y. (2012). A social recommender mechanism for improving knowledge sharing in online forums. Information Processing and Management, 48(5), 978–994.

Lin, K. Y., & Lu, H. P. (2011). Why people use social networking sites: An empirical study integrating network externalities and motivation theory. Computers in Human Behavior, 27(3), 1152–1161.

Liu-Thompkins, Y. (2013). Seeding Viral Content. Journal of Advertising Research, 52(4), 465–478.

Ma, W. W. K., & Chan, A. (2014). Knowledge sharing and social media: Altruism, perceived online attachment motivation, and perceived online relationship commitment. Computers in Human Behavior, 39, 51–58.

Majchrzak, A., Faraj, S., Kane, G. C., & Azad, B. (2013). The contradictory influence of social media affordances on online communal knowledge sharing. Journal of Computer-Mediated Communication, 19(1), 38–55.

Merle, P., & Freberg, K. (2016). All about that tweet: student perceptions of professors’ social media use in the classroom. Journal of Research in Interactive Marketing, 10(2), 124–136.

Moreno-Munoz, A., Bellido-Outeirino, F. J., Siano, P., & Gomez-Nieto, M. A. (2016). Mobile social media for smart grids customer engagement: Emerging trends and challenges. Renewable and Sustainable Energy Reviews, 53(2016), 1611–1616.

Nilmanat, R. (2011). Investigating image usage and tacit knowledge sharing in online communities. International Journal of Innovation and Learning, 10(4), 350–364.

Oh, S., & Syn, S. Y. (2015). Motivations for sharing information and social support in social media: A comparative analysis of Facebook, Twitter, Delicious, Youtube, and Flickr. Journal of the Association for Information Science and Technology, 66(10), 2045–2060.

Papadopoulos, T., Stamati, T., & Nopparuch, P. (2013). Exploring the determinants of knowledge sharing via employee weblogs. International Journal of Information Management, 33, 133–146.

Park, J. H., Gu, B., Leung, A. C. M., & Konana, P. (2014). An investigation of information sharing and seeking behaviors in online investment communities. Computers in Human Behavior, 31(1), 1–12.

Petrescu, M. (2012). Viral advertising: Conceptual and empirical examination of antecedents, context and its influence on purchase intentions. Florida Atlantic University. Florida Atlantic University. Retrieved from

Petrovčič, A., Fortunati, L., Vehovar, V., Kavčič, M., & Dolničar, V. (2015). Mobile phone communication in social support networks of older adults in Slovenia. Telematics and Informatics, 32(4), 642–655.

Phelps, J. E., Lewis, R., Mobilio, L., Perry, D., & Raman, N. (2004). Viral marketing or electronic word-of-mouth advertising: Examining consumer responses and motivations to pass along email. Journal of Advertising Research, 44(4), 333–348.

Price, L. L., Feick, L. F., & Guskey, A. (2019). Everyday market helping behavior. Journal of Public Policy & Marketing, 14(2), 255–266.

Razmerita, L., Kirchner, K., & Nielsen, P. (2016). What factors influence knowledge sharing in organizations? A social dilemma perspective of social media communication. Journal of Knowledge Management, 20(6), 1225–1246.

Robitscheck, C. (1998). Personal growth initiative: The construct and it’s measure. Measurement and Evaluation in Counseling and Development, 30(4), 183–198.

Roblek, V., Bach, M. P., Meško, M., & Bertoncelj, A. (2013). The impact of social media to value added in knowledge-based industries. Kybernetes, 42(4), 554–568.

Schutz, W. C. (1966). FIRO: A three dimensional theory of interpersonal behavior. NewYork: Holt, Rinehart, & Winston.

Sedighi, M., van Splunter, S., Brazier, F., van Beers, C., & Lukosch, S. (2016). Exploration of multi-layered knowledge sharing participation: the roles of perceived benefits and costs. Journal of Knowledge Management, 20(6), 1247–1267.

Sutherland, K., & Ho, S. (2017). Undergraduate perceptions of social media proficiency and graduate employability a pilot study. Higher Education, Skills and Work-Based Learning, 7(3), 261–274.

Tang, Q., Zhao, X., & Liu, S. (2016). The effect of intrinsic and extrinsic motivations on mobile coupon sharing in social network sites: The role of coupon proneness. Internet Research, 26(1), 101–119.

Tong, C., Tak, W. I. W., & Wong, A. (2015). The impact of knowledge sharing on the relationship between organizational culture and job satisfaction: The perception of information communication and technology (ICT) practitioners in Hong Kong. International Journal of Human Resource Studies, 5(1), 19–47.

Turban, E., Bolloju, N., & Liang, T. P. (2011). Enterprise social networking: Opportunities, adoption, and risk mitigation. Journal of Organizational Computing and Electronic Commerce, 21(3), 202–220.

Valenzuela, S., Park, N., & Kee, K. F. (2009). Is there social capital in a social network site?: Facebook use and college student’s life satisfaction, trust, and participation. Journal of Computer-Mediated Communication, 14(4), 875–901.

Wei, J., Bu, B., Guo, X., & Gollagher, M. (2014). The process of crisis information dissemination: Impacts of the strength of ties in social networks. Kybernetes, 43(2), 178–191.

Whiting, V. R., & Janasz, S. C. de. (2004). Mentoring in the 21st century: Using the internet to build skills and networks. Journal of Management Education, 28(3), 275–293.

Yu, T. K., Lu, L. C., & Liu, T. F. (2010). Exploring factors that influence knowledge sharing behavior via weblogs. Computers in Human Behavior, 26(1), 32–41.

Zarkada, A. K., & Polydorou, C. (2013). You might be reputable but are you “liked”? orchestrating corporate reputation co-creation on Facebook. In Advanced Series in Management (Vol. 11, pp. 87–113). Emerald Group Publishing Limited.