摘要
The social media have played an outstanding role in bringing people closer having multicultural backgrounds and created the essence of“global village.”In this virtually inter-connected global village,it is important to examine the essential predictors impacting information sharing behavior of multicultural individuals with the help of social media platforms. Therefore,the present thesis aims to flourish deep understandings about the information sharing behavior of multicultural individuals through popular social media such as WeChat and Twitter.Hence,this thesis focuses on certain objectives such as(1)Investigation of essential factors affecting information sharing behavior of multicultural individuals through WeChat.(2)To explore the potential precursors affecting information sharing behavior of multicultural individuals via Twitter.(3)To compare the factors affecting both social media platforms in term of information sharing behavior among multicultural individuals.In the nutshell,this thesiswill remain focused on the above mentioned objectives and answered the important research questions i.e.(1)What are the reasons behind multicultural individuals''selection of suitable social media(WeChat amp;Twitter)for information and content sharing?(2)How and why multicultural individuals are psychologically motivated to use WeChat frequently for information sharing and content exchange?(3)What are the essential factors and how they affect information sharing attitude and behavior of multicultural individuals via Twitter?(4)Comparison between WeChat and Twitter based on personal,motivational and network factors. The current study based upon,social cognitive theory(SCT),social network theory(SNT),theory of planned behavior(TPB)and Diffusion of innovation model(DOI).To attain the above mentioned objectives and to answer the research questions,this thesis employs both quantitative and qualitative approaches.To analysis quantitative data structural equation modeling(SEM)and multi-groupanalysis(MGA)and to examine qualitative data,content analysis method(CAM)were adopted. In chapter2,the associated concepts and theoretical foundations were explained.All the theoretical concepts were taken from prior literature relevant to the topics of information sharing behavior via social media platforms by multicultural individuals.The existing features and state of information sharing behaviors via social media have been presented in detail comprising the progression and development of essential precursors that have influenced how multicultural individuals are motivated to share information within the social media. Sincescant studies focus on information sharing behavior of multicultural individuals–current thesis contributes to the IS literature work,particularly to the information sharing via social media in multicultural perspectives.The study implications are likely to be useful guidance for practitioners and scholars intent to evaluate Information sharing activity on social media,especially from a multicultural perspective.
NETL