What makes opinion leaders share brand content on professional networking sites (e.g LinkedIn, Viadeo, Xing, SkilledAfricans…)

摘要

Although use of Social Media has shown a rapid rise during the past few years, research studies are still dominated by members' motivations for joining Social Media. Only a few studies have investigated members' motivations for sharing content, and these have been applied only to the context of Online Social Networks (Facebook, Tumbler, Google+, Skyrock, RenRen.com...). However, we feel this issue now needs to be explored further in the context of Professional Networking Sites (e.g LinkedIn, Viadeo, Xing, linkedAfrica.) and in particular the aims of Opinion Leaders because almost all of the content is generated by them (90-9-1% law). A recent qualitative survey carried out through focus groups, makes it possible to reveal some results specific to individual and social motivations for sharing Brand Content on Professional Networking Sites, as well as some personal characteristics of the Opinion Leaders that facilitate their commitment to such behavior. The detailed results are presented and discussed in this paper. Future avenues of research and the implications of the developed framework, for theory and for practice, are discussed highlighting the possible benefits of the framework in helping social media managers as well as community managers in developing their Brand Content strategy on Professional Networking Sites.