Hedonic value of social media sharing : A quantitative study of how intentions to share affects hedonic value

Sammanfattning: 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.