ABSTRACT
This study explored the gratification factors of event-focused social media content that affect information sharing and information trust and ultimately the intention to attend an event. It also investigated how non-content factors moderate these relationships. The findings showed that the gratification factors (i.e., informational, entertaining, remunerative, and relational) of social media content significantly influence event attendees’ intention to share information, perceived information trust, and thus their intention to attend the event. Non-contents (i.e., visual design and information overload) act as a critical moderator altering the effects of the gratification factors on attendees’ intention to share and information trust.
Disclosure statement
No potential conflict of interest was reported by the author(s).
Correction Statement
This article has been republished with minor changes. These changes do not impact the academic content of the article.