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Hedonic value of social media sharing: A quantitative study of how intentions to share affects hedonic value
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
Linnaeus University, School of Business and Economics, Department of Marketing.
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Hedonic value of social media sharing : A quantitative study of how intentions to share affects hedonic value (English)
Abstract [en]

The purpose of the paper is to explain the relation between motivations of intention to shareon social media and hedonic value. There has been a deductive approach to the research ofthe paper. The data which have been gathered has been done in a quantitative manner, bymaking use of a survey. The theoretical concepts which have been operationalized for thesurvey are the following, social conversation, social presence, easy-connection, intention toshare and hedonic value. There are four different hypotheses that have been developed andtested in the project. Social conversation has a positive impact on the intent to share contenton social media. Social presence has a positive impact on the intent to share content on socialmedia. Easy-connection has a positive impact on intent to share on social media and intentionto share has a positive impact on the hedonic value of social media use. The findings arefollowing, the first three hypotheses got rejected therefore, motivations of intention to shareon social media are connected with easy-connection, social conversation, and social presence.Additionally, intention to share on social media is accepted as having a positive impact on thehedonic value of social media use.

Place, publisher, year, edition, pages
2019. , p. 59
Keywords [en]
Hedonic value, Intention to share social media, Social presence, Easy connection, Social conversation.
National Category
Economics and Business Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-85287OAI: oai:DiVA.org:lnu-85287DiVA, id: diva2:1324292
Subject / course
Business Administration - Marketing
Educational program
Marketing Programme, 180 credits
Supervisors
Examiners
Available from: 2019-06-18 Created: 2019-06-13 Last updated: 2019-06-18Bibliographically approved

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CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf