Understanding news sharing in social media : An explanation from the diffusion of innovations theory

Purpose – The purpose of this paper is to draw from the diffusion of innovations theory to explore multi-levels of influences (i.e. individuals, networks, news attributes) on news sharing in social media. Design/methodology/approach – A survey was designed and administered to 309 respondents. Structural equation modelling analysis was conducted to examine the three levels of influential factors. These included self-perceptions of opinion leadership and seeking at the individual level, perceived tie strength and homophily at the network level, and finally, perceived news credibility and news preference at the news attribute level. Findings – The results revealed that the influences of self-perceptions of opinion leadership, perceived tie strength in online networks and perceived preference of online news had significant effects on users’ news sharing intention in social media. However, self-perceptions of opinion seeking, homophily, and perceived news credibility were not significant. Originality/value – This is one of the first studies on news sharing in social media that focus on diverse levels of influential factors. In particular, the research suggests the viability of the diffusion of innovations theory to explain this pervasive global phenomenon. Further, the influential factors identified may help to stimulate active participation in social media platforms and ultimately enhance the sustainability of these platforms.