Improving the word-of-mouth effect on social media sites and what motivates users to share content on social media platforms

The purpose of improving word of mouth marketing on social media sites is to increase the visibility of a brand and attract a larger audience, ultimately resulting in more conversions and sales. Users are driven to share content on social media platforms for various reasons, including personal connections, seeking validation from their social circle, finding entertainment value, sharing information and knowledge, and expressing their personal identities. To effectively optimize word of mouth marketing, it is crucial to create engaging and relevant content that aligns with users' motivations and encourages them to share it within their networks. A survey was spread among Facebook users to collect data which was used to validate this model. Although not all of the collected data was useful some conclusions were drawn. First the relationship between content types and motivate user to sahre appears to be very strong which means that barriers for motivate user to share are quite low. Second subjective norm, strength social ties was significantly related to motivate user to share. Furthermore trust was significantly related to perceived risk. Finally sharing behaviour seems to be different for different groups of Facebook users