How do motives for sharing relate to content features on Twitter?
Tue-HS3-Talk IV-03
Presented by: Michael Geers
Nearly four billion people around the world now use social media platforms such as Twitter and Facebook, and social media is one of the primary ways people share information with others. Often the implicit assumption when studying this behavior is for people to share content to inform others, but there might be several other motives at play. Here, we devise a novel experimental paradigm linking survey data (i.e., users’ motives for sharing) with behavioral Twitter data (i.e., users’ tweets) in a sample of N = 200 U.S. Twitter users over a period of six weeks, spanning March to May 2022. Our results suggest that most users share information to draw attention to a topic, express their opinion, and connect with others. These general motives for sharing differ across demographics, such as age, gender, and education. When linking users’ motives for sharing information to the tweet content characteristics, we reveal distinct topic-motive patterns: Most users shared content about the COVID-19 pandemic to draw attention to an issue; shared content about the Russian invasion of Ukraine to inform others; and expressed their opinion when tweeting about U.S. politics (e.g., Trump vs. Biden). Moreover, popular content is shared to entertain others and less popular content is shared to connect with the authors. These results contribute to the scholarly understanding of social media users' behavior and its dependence on the information context, and can inform interventions against detrimental sharing behaviors.
Keywords: misinformation, sharing, social media, motives, content characteristics