In this study, consumer socialization theory (CST) is adopted to examine the effects of Generation Me traits (i.e., self-worth evaluation, need for social approval, external locus of control, and neuroticism) on the consumer socialization process and behavior on social networking sites, in order to determine the effects of these traits on digital content sharing behavior. There are two moderators (social comparisons and anticipated emotions) also considered and tested in the study. A total of 401 units of online survey data were collected from SNS users who were born between the 1980 and 2000. The SEM results indicated that self-worth evaluations, external locus of control, and neuroticism have positive effects on social influence and facilitate Generation Me attitudes and content sharing behavior on SNSs. Social comparison and anticipated emotion had a partially moderating effect on the model. The findings provide a clearer understanding of the attitudes and behavior of Generation Me individuals related to use of SNSs to researchers and managers and help them develop future marketing and management strategies.
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