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Knowledge Sharing in Social Networking Sites for e-Collaboration: Identity and Bond Theory Perspective

Advances in information and communication technologies have produced enormous changes in the manners, approaches, and methods that people use to collaborate. Knowledge sharing is one of the essential functions of social networking sites (SNSs) as a new e-Collaboration environment. We study knowledge sharing behavior in SNSs from the perspective of knowledge contributors and their characteristics by using the lens of identity and bond theory. Identity and bond theory asserts that individuals have behavioral patterns in SNSs. Therefore, this study identified the factors that influence knowledge sharing in SNSs based on identity and bond theory. The data were collected using an online survey of the members of Cyworld, Facebook, and Twitter in South Korea. The results indicate that network externality, social interaction, enjoyment of helping, and self-image expression significantly affect the two types of attachment (common identity formation and bonding). In doing so, the two types of attachment significantly affect knowledge sharing. As the result of the findings, this study suggests that SNSs enable members of organizations to enhance knowledge sharing.