How to unite the power of the masses? Exploring collective stickiness intention in social network sites from the perspective of knowledge sharing

This study aims to investigate users’ knowledge-sharing intention and collective stickiness intention towards social network sites (SNS). SNS offer an opportunity for users to interact and form relationships, while knowledge is accrued by integrating users’ information, experience, and practice. However, there have been few systematic studies that question why people use SNS to share knowledge. We adopt social capital theory, social identity theory, as well as use and gratification theory, to explore the determinants of members’ knowledge-sharing intention in using SNS. The survey was conducted on two education virtual communities (VCs) on Facebook, of which most members were teachers and educators. Data analysis was executed to validate our research model, and SmartPLS was used to analyse users’ collective stickiness intention. The results show that social capital and social identity have an impact on teachers’ knowledge-sharing intention, which, in turn, influences collective stickiness intention towards SNS. Our findings can not only help researchers interpret why members share their knowledge in VCs, but can assist practitioners in developing better SNS strategies as well.