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It is the holy grail of digital marketing: the viral entertaining video, a pitch that
large numbers of viewers decide to share with family and friends. It is a social
exchange process between senders and receivers. However, exactly what motivates
internet users to share viral videos is unknown. Using self-enhancement theory, this
study empirically tests the proposition that online users share online videos, and
electronic word of mouth to construct and express their self-concepts when they
perceive benefits from a video. We also applied the Theory of Reason Action (TRA)
and tested their actual sharing and WoM buzzs. The result shows that perceived
usefulness and enjoyment positively influenced self-enhancement, which produced
sharing intentions. Then, the intention to share influenced actual sharing behavior
and WoM. Surprisingly, we found that perceived enjoyment can directly influence
intention to share. These findings have both theoretical and managerial implications.

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EFFICACY.2
I have confidence in responding or adding
comments to video or articles posted
by other members in virtual community.
Enjoying sharing ENJOYSHARING.0 I enjoy sharing information.
ENJOYSHARING.1 I enjoy helping others by sharing information.
ENJOYSHARING.2
It feels good to help someone by sharing
information.
ENJOYSHARING.3 Sharing information with friends is pleasurable.
Actual sharing ACTUAL.0 I showed the video to other people.
ACTUAL.1 I shared the video on a website for others to see.
ACTUAL.2 I shared a link for the video with others.
WoM TALK.0 I recommended the video to others.
TALK.1 I mentioned this video to others.
TALK.2 I told others about what I saw in the video.

TALK.3 I mentioned some ideas from the video to others.



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