An Examination Of Knowledge Sharing In Social Media Based On Social Exchange And Uses And Gratification Theory

Abstract

Based on the theory of social exchange and uses and gratifications, this study explores the factors contributing to knowledge sharing behavior in social media. A structured questionnaire is utilized to gather data (365) from active social media users, and a structural equation model is then used to analyze the data. The results confirm that the reciprocity, functional, social integrative and hedonic values have significant positive influence on intention to share knowledge. The intention to share knowledge has a favorable impact on trust and knowledge sharing behavior. However, this study finds trust has no direct effect on knowledge sharing behavior. The study's findings may help managers and promoters of virtual communities and organizations regulate and promote information sharing behavior while encouraging members' readiness to share knowledge and putting a strain on loyalty. The paper concludes with specific theoretical and practical contributions for promoting and supporting vibrant and productive social relationships in a virtual community.