How Content Valence and Online Impression Influence Goal Achievement in Social Media Environment?

Globally, users are sharing content on social networking sites (SNS) to signal their preferences and to build a positive online reputation. Using the approach and avoidance motivation theory, we examine the relationship among online impression, guilt and valence of shared content on SNS. Two experiments were conducted to test the conceptual model. The findings indicate that people prefer sharing positive content over negative content. Also,...