To Share Or Not to Share? Antecedents of Brand Content Sharing in Social Media

Adriana M. Boveda-Lambie, Saunders College of Business, Rochester Institute of Technology, USA
Tracy Tuten, College of Business, East Carolina University, USA
Victor Perotti, Saunders College of Business, Rochester Institute of Technology, USA
We look at source and content of a brand’s tweets as antecedents of a customer’s decision to share that tweet among his/her followers. Our data shows that both source and content interact to effect the customer’s decision with differences across source. Implications and future research is discussed.
[ to cite ]:
Adriana M. Boveda-Lambie, Tracy Tuten, and Victor Perotti (2014) ,"To Share Or Not to Share? Antecedents of Brand Content Sharing in Social Media", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 774-774.