Abstract
This study modelled the online environment characteristics and message characteristics that predict news sharing among social media users. This study’s data were obtained from a cross-sectional national survey conducted in Nigeria. Qualtrics was used to recruit data from 1320 participants in Nigeria. The participants were recruited via a stratified quota sampling which reflected the country’s census statistics for gender and age. We found the message characteristics to predict news-sharing behaviour among social media users in Nigeria. By implication, the characteristics of a message encountered online influence the news-sharing behaviour of social media users. We also found that the online environment characteristics predict news-sharing behaviour, which implies that the external factor, that is, the relationship a user has with his network members, predicts sharing behaviour. Some theoretical and practical implications were provided to conclude the study.
Published Version
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