Short answer
Design sponsored social media content to be perceived as helpful, fun, or socially connective, rather than purely informational, to encourage user sharing.
- Field
- Innovation & Markets
- Source
- Information Systems Frontiers (2018)
- Method
- Quantitative survey research
- Sample
- 487 participants
- Evidence
- Moderate effect
Users are more likely to share sponsored advertisements on social media if they perceive them as altruistic, entertaining, or facilitating social interaction. This innovation & markets research insight is drawn from a 2018 study published in Information Systems Frontiers. Using Quantitative survey research with 487 participants, researchers explored how this design variable affects real-world outcomes. The key design takeaway: Design sponsored social media content to be perceived as helpful, fun, or socially connective, rather than purely informational, to encourage user sharing.
Altruism, Entertainment, and Socializing Drive Sharing of Sponsored Social Media Ads
Users are more likely to share sponsored advertisements on social media if they perceive them as altruistic, entertaining, or facilitating social interaction.
Information Systems Frontiers · 2018
Key Findings
- 01Altruism is a significant positive driver of sharing intention for sponsored advertisements.
- 02Entertainment value significantly influences the intention to share sponsored advertisements.
- 03Socializing motivations positively correlate with the intention to share sponsored advertisements.
- 04Information seeking has a negative effect on the intention to share sponsored advertisements.
- 05Self-expression does not have a significant effect on sharing intention.
Application
Design takeaway
Design sponsored social media content to be perceived as helpful, fun, or socially connective, rather than purely informational, to encourage user sharing.
How to apply
When developing sponsored social media campaigns, brainstorm content ideas that align with users' desires to be helpful, amused, or socially engaged. Test different content angles to see which best elicits these motivations.
Project actions
- 01When researching user motivations, consider the 'why' behind their actions.
- 02Use established theories like Uses and Gratifications to frame your research questions.
Method & Evidence
Variables
Strengths & Limitations
Strengths
- +Employs a relevant theoretical framework (Uses and Gratifications).
- +Large sample size provides statistical power.
Limitations
The study relies on self-reported intentions, which may not perfectly reflect actual behavior. The specific platform (Facebook) and industry (tourism) might influence results.
Reliability & validity
The study's reliability would be supported by consistent findings across statistical analyses. Validity is supported by using a theoretical framework to explain user behavior and by the context-specific application to tourism marketing.
Think critically
How might the negative correlation between information seeking and sharing intention be addressed in future sponsored content design?
Design Principles
"Leverage user gratifications (altruism, entertainment, social connection) to drive organic amplification of sponsored content."
Understanding the underlying motivations for sharing sponsored content is crucial for brands seeking to leverage social media for wider reach. By aligning advertising content with these user gratifications, marketers can increase organic dissemination and engagement.
What This Means for Your Design
People share ads on social media when they think it's helpful to others, funny, or a good way to talk to friends. They don't share as much if they're just looking for information themselves.
How to use in your project
- 1.This study can inform the design of marketing materials by highlighting the importance of user motivations in content creation and distribution strategies.
Add to My Project
Quick Cite
Paragraph starter
Research indicates that users are more inclined to share sponsored social media advertisements when the content appeals to their desires for altruism, entertainment, or social connection. This suggests that design efforts for sponsored content should prioritize these gratifications to enhance organic reach and engagement within a target market.
Source
Information Systems Frontiers
Sharing of Sponsored Advertisements on Social Media: A Uses and Gratifications Perspective
journal · 2018
View sourceQuestions About This Research
- What does the research say about altruism, entertainment, and socializing drive sharing of sponsored social media ads?
- Design sponsored social media content to be perceived as helpful, fun, or socially connective, rather than purely informational, to encourage user sharing. Evidence: Information Systems Frontiers (2018).
- Why does "Altruism, Entertainment, and Socializing Drive Sharing of Sponsored Social Media Ads" matter for design?
- Understanding the underlying motivations for sharing sponsored content is crucial for brands seeking to leverage social media for wider reach. By aligning advertising content with these user gratifications, marketers can increase organic dissemination and engagement.
- How can designers apply this research?
- Design sponsored social media content to be perceived as helpful, fun, or socially connective, rather than purely informational, to encourage user sharing.
- What were the main findings?
- Altruism is a significant positive driver of sharing intention for sponsored advertisements.. Entertainment value significantly influences the intention to share sponsored advertisements.. Socializing motivations positively correlate with the intention to share sponsored advertisements.. Information seeking has a negative effect on the intention to share sponsored advertisements.
- What research method was used?
- Quantitative survey research with 487 participants.
- How strong is the evidence?
- Evidence strength is rated Moderate effect, based on a 2018 journal from Information Systems Frontiers.
- What should I do differently in my next project?
- When developing sponsored social media campaigns, brainstorm content ideas that align with users' desires to be helpful, amused, or socially engaged. Test different content angles to see which best elicits these motivations.
- What are the limitations?
- The study is context-specific to the tourism industry and Facebook; findings may not generalize to other sectors or platforms. The negative effect of information seeking warrants further investigation.