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Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites

Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites

Tiago Da Costa, Beatriz Casais
Copyright: © 2022 |Pages: 22
ISBN13: 9781668462874|ISBN10: 1668462877|EISBN13: 9781668462881
DOI: 10.4018/978-1-6684-6287-4.ch090
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MLA

Costa, Tiago Da, and Beatriz Casais. "Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites." Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, IGI Global, 2022, pp. 1681-1702. https://doi.org/10.4018/978-1-6684-6287-4.ch090

APA

Costa, T. D. & Casais, B. (2022). Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites. In I. Management Association (Ed.), Research Anthology on Social Media Advertising and Building Consumer Relationships (pp. 1681-1702). IGI Global. https://doi.org/10.4018/978-1-6684-6287-4.ch090

Chicago

Costa, Tiago Da, and Beatriz Casais. "Social Media and E-Commerce: A Study on Motivations for Sharing Content From E-Commerce Websites." In Research Anthology on Social Media Advertising and Building Consumer Relationships, edited by Information Resources Management Association, 1681-1702. Hershey, PA: IGI Global, 2022. https://doi.org/10.4018/978-1-6684-6287-4.ch090

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Abstract

Several studies have approached the link between social media and e-commerce with different lenses, however, the study of motivations for sharing content specifically from e-commerce websites into social media has not been thoroughly approached and provides fertile ground for further exploration. This chapter uncovers which motivations serve as a background for individuals sharing intentions of e-commerce content. After a focus group with 7 individuals, results indicate participants focus more on intrinsic rewards than extrinsic ones when sharing, that self-interest is more predominant than reciprocity as a motivator for sharing, one-to-one exchanges are the preferential direction of exchange. Also, websites with cleaner designs and higher usability positively impact sharing intentions, experiences tend to be more likely shared than physical products, and participants are purposeful in their selection of sharing channels.

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