Bonding and bridging social capital as predictors of information sharing intention and behavior among Pakistani Facebook users

Zaheer Ahmad · Saira Hanif Soroya · Khalid Mahmood

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Knowledge Management and Sharing Digital Marketing and Social Media Privacy, Security, and Data Protection

Abstract

This study aimed to identify social capital's role in shaping an individual's behavior to share information on social media. The study also investigated the mediation role of information sharing intention (ISI) between the relationship of social capital and information sharing behavior (ISB). Based on the social capital theory (SCT), and theory of planned behavior (TPB), a comprehensive research model was created, and corresponding hypotheses were developed. The study population included all Pakistani Facebook (FB) users, who actively use Facebook for various reasons. Structural equation modelling (SEM) with Smart PLS was used to analyze the data, test hypotheses, and research model. The findings showed that both bonding social capital (BOS) and bridging social capital (BRS) increased the amount of information shared on social media. It is established that BOS supports weakly tied people to strengthen their relationships on social media. The study also reveals that social capital (BOS and BRS) has a direct and positive effect on information-sharing behavior. The results of the indirect effects indicate that ISI is the significant mediator in the relationship between social capital and ISB. The study's findings are helpful for a wide variety of Facebook users for the purposeful and result-oriented information sharing on SNSs. The study also provided a deeper understating of the social capital features, sharing intention, and how these together exert a more significant impact on information sharing behavior on social media. Additionally, the findings will also facilitate SNS developers in improving SNS services while keeping in view the unique features of social capital.

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References

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