Do Altruistic Individuals "Share" More Contents on Social Media?
We show that altruistic individuals are more likely to share videos on Facebook. This relationship is driven by self-presentational concerns and self-oriented rewards rather than purely altruistic motives. We also show that non-altruistic individuals become more likely to share contents on Facebook when primed with concerns for others’ evaluations.
Citation:
Travis Tae Oh and Keith Wilcox (2018) ,"Do Altruistic Individuals "Share" More Contents on Social Media?", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 728-729.
Authors
Travis Tae Oh, Columbia University, USA
Keith Wilcox, Columbia University, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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