FACTORS DRIVING CUSTOMER KNOWLEDGE SHARING ON ONLINE SOCIAL NETWORK

Sharing of knowledge among customers can be strategic for businesses, especially if controlled, analysed and conveyed. From this point of view, social media is a powerful tool both for sharing knowledge among customers, but also for businesses. Moreover, there seems to be a lack of studies regarding the factors influencing the willingness of customers to share knowledge about products and services on online social networks The aim of this paper is to explore the factors driving customers to share knowledge about products and services on social media platforms. As such we provide a quantitative study testing several relationships. We have grouped and tested 2 groups of variables, namely psychological and behavioral, aiming to understand which key factors push the customers to share knowledge about products and services on social media. Overall, the findings suggest that the factors that influence most customers to share knowledge are not those related to behavior in online platforms, but the ones related to psychological traits. This study provide both theoretical and managerial implications.