Information Sharing Intention to Improve Social Media Content Quality

Gunawan, Djohan (2026) Information Sharing Intention to Improve Social Media Content Quality. Review of Integrative Business and Economics Research, 15 (1). pp. 682-696. ISSN 2304-1013

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Abstract

Social media, with 5.04 billion users in 2024, has transformed marketing by enabling engagement, enhancing media content and consumer experience. The concept of consumer experience is pivotal in shaping consumer behaviour, loyalty, and satisfaction. The growth of social media by 5.6%, coming from younger users, represents the future of active society members who, driven by a need for two-way communication, exhibit a strong preference for social media despite its complexity. This research evaluates social media usage among higher education students in Indonesia to understand its impact on content, engagement, experience, and information sharing. Using a quantitative method involving descriptive and inferential analysis, cross-sectional with non-probability convenience sampling, data were collected from 120 higher education students via online questionnaires. The research finds that social media content influences engagement and experience but does not directly affect the intention to share information. It highlights gender differences in preferences, with males prioritising functional attributes and females service experience. The research also addresses the perplexing challenge of distinguishing real from fake information, emphasising the managerial implications for generating positive information that meets users' needs, thereby affecting brand advantages and product benefits. The credibility of information significantly impacts consumer experience, sharing intentions, and transaction influences.

Item Type:	Article
Creators:	Gunawan, Djohan
Contributors:
Keywords:	Social media; content; engagement; consumer experience; information sharing
Subjects:	600 Technology (Applied Sciences) > 650 Management and Public Relations > 658 General management (Risk Management, Profit and Loss, Logistics) > 658.8 Mall, Shopping Center, E-Commerce > 658.87 Retail Channel
Sustainable Development Goals:	Goal 12. Ensure sustainable consumption and production patterns Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation
Divisions:	Faculty of Business > Master of Technology Management
Date Deposited:	31 Aug 2026 07:39
URI:	https://kc.umn.ac.id/id/eprint/49397

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