Title: An empirical study on message forwarding on social networking sites: a sample of Vietnamese users

Authors: Quang Dung Truong; Nam Tien Duong; Thuy Dung Pham Thi

Addresses: Ho Chi Minh City University of Technology (HUTECH), 475A Dien Bien Phu, Ward 25, Binh Thanh District, Ho Chi Minh City, Vietnam ' Department of Science, Technology and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam ' Department of Science, Technology and International Projects, Ho Chi Minh City University of Economics and Finance (UEF), 141-145 Dien Bien Phu, Ward 15, Binh Thanh District, Ho Chi Minh City, Vietnam

Abstract: The study aimed to explore the influence of message perceptions, social identity, and subjective norms on message-forwarding intentions among users on social networking sites (SNS). Integration of the information adoption model and the technology adoption model 2 was used as a theoretical background. With a sample of 350 participants, the study attempted to investigate the relationships among the constructs. SPSS and AMOS were used to perform statistical analysis. The findings showed that: 1) the message quality and the credibility of the message source affect users' perceived message usefulness; 2) users' sense of social identity with the SNS affects their subjective norm of the community; 3) the expectations and opinions of community members affect users' intentions to forward messages; 4) users' message perceptions (e.g., perceived message usefulness, playfulness) have a positive impact on their forwarding intentions. Finally, the findings can provide SNS operators and researchers with some insights.

Keywords: forwarding; identity; user perception; subjective norms; source credibility.

DOI: 10.1504/IJIPM.2025.145165

International Journal of Intellectual Property Management, 2025 Vol.15 No.1, pp.20 - 40

Received: 22 Nov 2023
Accepted: 08 Jan 2024
Published online: 24 Mar 2025 *