Figure 3
The diagram illustrates a model of factors that drive the sharing of content, as proposed by Botha in 2014. It is divided into three main categories: external factors, intrapersonal factors, and interpersonal factors. External factors include content-specific factors and popularity. Content-specific factors directly influence the emotional response to content, which is also affected by the content's relevance. Popularity is shown to influence content-specific factors. Intrapersonal factors include relevance and emotional response to content, which are influenced by control variables such as valence and intensity. Interpersonal factors include gift giving, altruism, and reputation or status, all of which contribute to the decision to share content. Arrows indicate the directional flow and relationships between these factors, showing how they interact to drive the sharing of content.Model of the factors that drive the sharing of content as proposed by Botha (2014)