The TSC Thesis Symposium

Thesis Title:

Do You "Share" Today? Photo Sharing

Intention on Social Networking Sites

Registration No.: C0022

Do You "Share" Today? Photo Sharing Intention
on Social Networking Sites

ABSTRACT
Owing to the advance of smartphone cameras and popularity of photo sharing
applications can interact with each other over social networking sites through sharing
information, photos, and videos. Therefore, sharing photos on social networking sites
has also become increasingly prevalent. Most of the previous studies emphasized the
antecedents of photo sharing rather than its consequences. Therefore, the main objective
of this study is to investigate the antecedents (self-presentation, attention seeking,
loneliness, and social interaction) as well as the consequences (memorability and
identity) of photo sharing on social networking sites. In this study, a total of 524 valid
questionnaires were retrieved via an online survey. This study uses Structural Equation
Modeling (SEM) to analyze and examine the hypotheses within the research framework.

The analysis results indicate that self-presentation, attention seeking, and social
interaction had significant and positive influence on photo sharing. However, loneliness
had no significant and positive influence on photo sharing. On the other hand, photo
sharing had significant and positive influence on memorability and identity. This finding
also demonstrates that photo sharing is ubiquitous and irreplaceable in our lives.

This study contributes to academic research by bridging the gap in the

understanding of the antecedents and consequences of photo sharing on social
networking sites. Moreover, the conclusion provides practical ideas to social network
managers to help understand their users and frame appropriate marketing strategies.

Keywords: Photo sharing, Social networking sites, Memorability, Identity, SEM

1. INTRODUCTION
Using social networking sites has become a part of our life (Kuss & Griffiths, 2011).
Social networking sites are services based on networks that allow users to create a
personal profile and confirm their network identity in order to let them interact with
other users. Users can view each other’s home pages, share photos and videos, and
leave comments, as well as exchange information through chat rooms. Moreover, social
networking sites connect people who have the similar hobbies and expertise (Boyd &
Ellison, 2007). This indicates that the major factors that draw people to social

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networking sites include social interaction, information-seeking, the sense of belonging
to a community, the opportunity for self-presentation and expression, and entertainment
(Kim, Sohn, & Choi, 2011; Nadkarni & Hofmann, 2012; Seidman, 2013). Previous
studies, have found that social networking sites are ubiquitous and irreplaceable in our
lives.

According to Statista (2016), the statistics of the most active social networking sites in
September 2016 show that Facebook is currently the most popular social networking
site, having 1.71 billion active users, followed by Instagram with 500 million active
users. Twitter and Snapchat have 313 million and 200 million active users, respectively.
The photo sharing function in Flickr is very popular and users can use photos to record
their daily activities. In these social networking sites, users can easily participate
through taking or sharing photos with others (Van house, 2007). Therefore, using social
networking sites can facilitate social interactions, a sense of belonging, self-presentation,
self-expression, and the sharing of information photos, and videos. Due to these factors,
some people are addicted to social networking sites, and it is difficult for them to keep
away from these sites.

With the rapid evolution of technology and networking, most people can surf the
Internet by using their smartphones. Smartphones enable people to stay connected with
their friends and family as well as share content with them any time they want to. With
the progress of smartphones cameras and the widespread use of photo sharing
applications, sharing photos on social networking sites has become increasingly
prevalent and popular (Goh et al., 2009; Rainie et al., 2012; Duggan, 2013; Madden et
al., 2013). For instance, 54% of people share photos and videos they made by using the
Internet. Moreover, 47% of people share photos and videos that were filmed by
someone from other websites (Duggan, 2013). Sharing photos and videos on social
networking sites plays an important role in social interaction. Facebook is regarded the
fastest growing social networking site in the photo sharing field (Rainie et al., 2012).
Even as sharing selfies using a smartphone on social networking sites has become a pop
culture phenomenon, it has also become a critical social experience. It reveals one’s
personality and behaviors in order to draw others’ attraction (Weiser, 2015). Photo
sharing function in social networking sites is very prevalent and users can use photos to
record their daily activities. Moreover, photos and images not only record one’s life but
also revive one’s identity and memories (Van house, 2007). Since memories and
identities of photo sharing are very important, I chose memories and identity to the
consequences of photo sharing. Lonely people are inclined to social networking site
activities, especially information sharing and posting (Lou et al., 2012). As argued by
previous studies, sharing photos on social networking sites is recognized and concerned
extremely by the public. Users are motivated share photos not only to share information
about personal hobbies, secure public attention (attention seeking), ease loneliness, and

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enhance social interaction and self-presentation, but also to share important information
and enhance one’s identity and memories.

Owing to the advance of the Internet and technology and the easy availability of photo
shooting products and smartphones worldwide, people are able to take photos and
simultaneously upload them to social networking sites. Hence, the aim of this study is
mainly to explore the intentions, motivations, and behaviors of people before they share
photos. Further, the study discusses the outcomes of such sharing. On social networking
sites, people always prefer to show their most positive aspects in the hope that it would
draw the attention of other users and enable them to interact with each other. However,
when people hardly assimilate into social area, solitude may gradually emerge from
their bottom of their hearts. Therefore, users who are lonely increase their online
interactions through the sharing of photos to receive more concern and attention from
other users. After sharing photos, those photos not just the notes in every single day, and
reach self-identity and social identity. Furthermore, the photos are stored to help them
recall their wonderful memories later. Nonetheless, most of the previous studies
investigating photo sharing on social networking sites have emphasized the motivations
of sharing photos rather than the consequences of it (Miller & Edwards, 2007; Goh et al.,
2009; Sung et al., 2016; Charoensukmongkol, 2016). To date, few studies have
specifically investigated the antecedents and consequences of photo sharing. Therefore,
the main objective of this study is to investigate the antecedents and consequences of
photo sharing on social networking sites. This study utilizes Structural Equation
Modeling (SEM) for its analysis. The findings have academic value as a reference for
researchers in this field. Furthermore, they can be used to accomplish different research
innovations in social networking sites.

2. LITERATURE REVIEW AND HYPOTHESES

2.1 Self-presentation
With the increase of users in the Web 2.0 platform, information shared among online
users has also increased significantly. Studies have investigated how Internet users
display themselves in this new networking environment (Geurin-Eagleman & Burch,
2016). Self-presentation is based on impression management; in order to maintain a
positive personal image, people keep working hard to meet the expectations of others in
order to leave a good impression and earn their respect (Leary, 1996). The behavior of
users engaging in self-presentation is closely related to the content of their
self-disclosure (Schau & Gilly, 2003). Van House (2007) argues that the convenience of
smartphone cameras enables people to easily share photos on websites, and that
self-presentation and self-expression play important roles in the networking
photo-sharing field. Currently, photo sharing on social networking sites has become an
important icon for self-presentation, as it reveals not only one’s personal profile but also

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other important information (Sarvas & Froehlich, 2011). Photo sharing is regarded as an
important medium in self-presentation because photo sharing provides not only
information about personal profiles but also other important information (Bronstein,
2014). According to previous studies, we know that technology innovation makes
smartphones not only much easier to use to share photos on social networking sites but
also to describe our self-presentations via photo sharing. Therefore, the following
hypothesis is proposed:

H1: Self-presentation positively influences photo sharing

2.2 Attention Seeking

Attention seeking is an action or behavior that aims to draw the attention of peers or
other people (Charoensukmongkol, 2016). Except for usual practice, many people
would be particularly active in social networking sites because they would like to
receive more compliments and attention from social groups apart from the immediate
family (Frohlich et al., 2012; Miller & Edwards, 2007). Photographers hope to increase
their publicity and obtain more attention. Therefore, they are sharing photos on the
Internet to fulfill personal interests and purposes (Malinen, 2011). Some users also edit
their photos before sharing to draw more attention (Fox & Vendemia, 2016). They enjoy
sharing selfies as they obtain feedback from their peers. Therefore, they enjoy sharing
their selfies on social networking sites. Moreover, photo sharing is a very important
pathway for these users (Charoensukmongkol, 2016). Thus, it can be considered that for
people who want to attract others’ attention on social networking sites, photo sharing is
a good way to draw such attention and hence, leads people to posting photographs and
photo sharing. Attention seeking is the one factor in photo sharing that is aimed at
attracting others’ attention. Therefore, the following hypothesis is proposed:

H2: Attention seeking positively influences photo sharing

2.3 Loneliness
Human beings are clustering and social animals. The rapid development of social
networking sites and communication between people have made social interactions
more convenient. A person living without social interactions is likely to experience
loneliness (Rai & Gill, 2016). Loneliness is defined as the feeling experienced by a
person whose social relationships do not match their expectations, which causes them to
feel worried, embarrassed, and anxious. On the other hand, a study showed that lonely
persons are forcefully drawn to the intensity of social networking activities, especially
information posting and photo sharing (Lou et al., 2012; Skues et al., 2012). Sharing
selfies on social networking sites strengthens their self-disclosure and social
communication. Besides, this behavior is an important way for lonely people to
communicate with society. More specifically, the main reason why lonely people love to

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share their selfies on social networking sites because it evokes more reactions and
feedback from their friends. Therefore, lonely people increase their self-disclosure and
social communication, in order to decrease their feelings of loneliness (Steinfield et al.,
2008). The level of loneliness experienced is considered to be related to a liking for
selfies (Charoensukmongkol, 2016). Previous studies have compared sharing selfies to
sharing photographs. Hence, studies have suggested that loneliness leads people to share
photos because it can reduces their loneliness and enables them to obtain feedback from
their friends. Therefore, the following hypothesis is proposed:

H3: Loneliness positively influences photo sharing

2.4 Social Interaction

Social interaction is an important way to communicate with people. The closer the
social interaction on the social networking sites, the more stimulated the users who
share photos and comments feel, thereby getting to know other users from the photos
they have uploaded (Malinen, 2011; Su et al., 2016). Many studies have highlighted that
information sharing, such as photo sharing may increase with social interaction, thereby
creating a community of those with similar interests and habits. There is an important
relationship between social interaction and photo sharing, and enables people to reach
their goals (Goh et al., 2009; Pering et al., 2005). People would like to increase their
social interaction by using Flickr to share photos and achieve personal purposes (Miller
& Edwards, 2007). The degree of social support and interaction is an important point in
photo sharing (Stefanone & Lackaff, 2009). According to the previous study, social
interaction is important to photo sharing. If social interaction increases, photo sharing
will increase as well. Therefore, the following hypothesis is proposed:

H4: Social interaction positively influences photo sharing

2.5 Photo Sharing

Photo sharing can fulfill both internal and external needs (Nov et al., 2010). With the
advance of networking and mobile technology, people can share photos, information,
videos, and music at any time. This sharing behavior enables people to feel satisfied
with their emotional experiences (Pering et al., 2005). Photo sharing plays an important
role in self-disclosure, and the purpose of photo sharing is sharing more personal
information with others (Stefanone & Lackaff, 2009; Lee, 2009). Photo sharing has
become one of the most important and commonly used features of social networking
sites (Madden et al., 2013). Photo sharing has therefore become an indispensable feature
of the online community and a mainstream activity on social networking sites
(Oeldorf-Hirsch & Sundar, 2016). According to the previous study, photo sharing is
ubiquitous and irreplaceable in our lives.

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2.6 Memorability
According to the relevant study of memories states that considerable attention is paid to
the “event” because the “event” is a very special personal experience. For example,
traveling is an event that can be memorized, wherein the events or activities that
happened in the journey would be recalled after the journey has taken place. It is a
symbol of memorability through which people will be able to recall and describe the
event vividly (Myers, 2003). Van House (2007) concludes that photos can create a
continuous narrative and memory. Based on the previous study, the process of photo
sharing seems to be an event. Human memory is an important cognitive function, on
which we are very dependent. Given the advance of the Internet and related technology,
there are many different tools for recording events, so as to recall and use the content
later, such as meeting minutes and photos, travel photographs, and so on (Harvey et al.,
2016). Every event has a special significance for those who experience it and has the
potential to be memorable. However, people will obviously memorize and describe
events after these occur. Even Though it takes some time, these memories are still there.
Therefore, people recall memories that they consider significant. According to previous
study, the process of photo sharing is seems to be an event. After the experience of
products or events (photo sharing), consumers or users will have emotions, feelings,
thinking, acting, and relating, which creates unforgettable memories (Pine ll & Gilmore,
1999; Schmitt, 1999). Therefore, the procession from finishing taking the photos to
sharing is also a kind of experience at the place and the moment, which will make users
have more unforgettable memories after the experience. Therefore, the following
hypothesis is proposed:

H5: Photo sharing positively influences memorability

2.7 Identity
With the popularity of social media, a social networking site is also a virtual society.
This study divides photo sharing on social networking sites into social identity and
self-identity. Group identity in social networking sites indicates that users have a
common bond of cognition, emotion, and morality (Polletta & Jasper, 2001). More
specifically, the notion of social identity can be defined in that, “individual
characteristics will consist of different groups and sense of belonging; in the meanwhile,
these characteristics are full of invaluable emotion and meaning to any person” (Tajfel,
1972). Both social identity and self-identity are influenced by the public and networking
society. Furthermore, individual behavior in both the public and the networking
societies makes minor changes to itself in order to achieve progress and recognition
(Terry et al., 1999; Burke & Stets, 2009). Therefore, this study combines social identity
and self-identity to estimate identity in the survey questionnaire. According to Van
House (2007), photos can create a continuous narrative and a sense of identity. Sharing

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photos on social networking sites like Flickr enables them to stimulate their identity and
establish a continuous narrative of their personal lives. Thus, it can know that sharing
photos or sharing of ordinary photos of daily life can increase people identity. Therefore,
the following hypothesis is proposed:

H6: Photo sharing positively influences identity

3. RESEARCH METHODOLOGY
3.1 Research Framework
The research framework was established by combining international and domestic
literature. This research aims to estimate the photo sharing intention on social
networking sites. More specifically, this study wants to estimate the antecedents of the
photo sharing intention, which includes self-presentation, attention seeking, loneliness,
and the need for social interaction. Furthermore, this study aims to estimate the
consequences of photo sharing, which includes memorability and identity. Figure 1
displays the research model used in this study.

Antecedents Consequences
Self-
Presentation
H1
Memorability
Attention
Seeking H2 H5
Photo
Sharing
H3
Loneliness H6
Identity
H4
Social
Interaction

Figure 1. Research Framework

3.2 Measure
The survey items were designed and developed based on findings from relevant
literature. The questionnaire was pre-tested on a class of 45 participants who were users
of social networking sites who had experience in photo sharing. The photo sharing users’
feedback was used to revise any ambiguous item in order to enhance the survey item’s
readability and quality. The final scale comprised 34 items measured on a 5-point Likert
scale (ranging from strongly disagree to strongly agree). The survey items are exhibited
in the Table 1.

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 Table 1. The survey items
Item Question Items Reference

Self- SP1 I am good at expressing my innermost feelings. Leung (2002);

presentation SP2 I am good at sharing life experiences. Bronstein (2014)

SP3 I am good at expressing my feelings to my friends

SP4 I often talk about my private affairs to my friends.

SP5 The moments of joy in my life that I'm very happy to share with my family and friends.

Attention Seeking AS1 I hope I can draw the attention of friends around me. Charoensukmongkol

AS2 I hope I can draw the more attention of another friends around me. (2016);

AS3 I hope my life can stand out from the crowd. Malik et al. (2015)

AS4 I hope to be popular in my circle of friends.

AS5 I feel happy that I can draw the attention and concern of friends around me.

Loneliness LS1 I sometimes feel alone when I am with my family. Charoensukmongkol

LS2 Sometimes I can’t depend on my family for support and encouragement. (2016)

LS3 Sometime no one in my family understands me.

LS4 Sometimes I do not have any friends who understand me, but I wish I did.

LS5 Sometimes I do not have any friends who share my views, but I wish I did.

LS6 Sometime I am unable to depend on my friends for help, but I wish I could.

Social Interaction SI1 I hope I can help or influence others by my contribution. Ko (2013)

SI2 After giving and receiving comments from friends, I feel very satisfied.

SI3 I hope I can receive as much as I give.

SI4 I don’t like that my friends have negative sensation to me.

Photo Sharing PS1 I like to sharing photos on social networking sites. Malik et al. (2015)

PS2 I will share important information via photos.

PS3 I will share useful information on social networking sites via photos.

PS4 Sharing photos on social networking sites is one of my habits.

PS5 Sharing photos on social networking sites is part of my online activities

Memorability MY1 I have beautiful memories to the photos I shared before. Oh et al. (2007); Hosany

MY2 I have positive memories to what happened in the photos I shared before. & Witham (2009)

MY3 I always think about the experience and feeling of that moment when photos were shared.

Identity IY1 Sharing photos on social networking sites is valuable to me. Meal & Ashforth (1992);

IY2 Sharing photos on social networking sites is important to me. Jackson (2002);

IY3 I think of myself as person who is interesting to sharing photos on social networking sites. Carfora et al. (2015)

IY4 I am satisfied with photo sharing on social networking sites.

IY5 I think of myself as someone who is concerned about the consequence of photo sharing.

IY6 After using photo sharing can give me a sense of belonging.

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3.3 Data Collection
The purpose of this study is to investigate the antecedents and consequences of photo
sharing on social networking sites. The online questionnaire hyperlink was created
using Google survey, and then posted on Facebook (http://www.facebook.com/),
Facebook chat room and Line group. The google questionnaire survey hyperlink was
obviously placed on social sites inviting those who have shared photos on social
networking sites to achievement and complete the web-based survey. Additionally, to
avoid invalid responses, questionnaires with uncompleted answers were discarded.
Therefore, the questionnaire responses were made eligible to analyze the study factors.
Utilizing the convenient Google survey technique, 524 responses (261 male; 263 female)
were acquired during November and December 2016. According to data collection,
among the respondents, 60.7% were aged from 21 to 40 years old, 74.4% held a faculty
and university degrees, and almost 60.5% were either students or working in the service
industry. As for monthly disposable income, 33% of the respondents earned a monthly
disposable income of NT$20,000 or less. Furthermore, all respondents had shared
photos on social networking sites. Respondents almost used Facebook (91.2%) and
Instagram (51.7%) for photo sharing. Of the respondents, 80.1% shared photos six times
or less per week on social networking sites.

3.4 Measurement Model Analysis

The reliability of this study’s data was assessed using SPSS 22.0 to determine
Cronbach’s α; validity was assessed using LISREL 8.80 to conduct a confirmatory
factor analysis (CFA). Strong factor loadings indicated that observed variables are valid
estimates of latent variables, and the standardized factor loading was adopted in this
study. All factor loadings ranged from 0.68 to 0.91, demonstrating satisfactory values
(Koufteros, 1999). Cronbach’s α of at least 0.7 of each construct is considered to
indicate adequate reliability (Nunnally, 1978). Table 2 displays the results of reliability,
in that all seven constructs of Cronbach’s α were found to have satisfactory values,
ranging from 0.80 to 0.93, indicating acceptable levels of internal consistency. The
coefficient of composite reliability is similar to Cronbach’s α and reflects the internal
consistency of observed variables (Nunnally, 1978). The composite reliability should
ideally exceed 0.7 (Bagozzi & Yi, 1988; Fornell & Larcker, 1981). The lowest
composite reliability score in the current study was 0.78, indicating evidence of
reliability. The CFA results presented an acceptable level of fit (GFI = 0.929, AGFI =
0.902, NFI = 0.990, NNFI = 0.994, CFI = 0.995, RMSEA = 0.043, RMR = 0.022,
SRMR = 0.033). Thus, the CFA results supported the convergent validity. Additionally,
average variance extracted (AVE) was applied to assess convergent validity. This
measurement represents the amount of variance captured from the latent construct
relative to the measurement error and should ideally result in extractions of more than
50% of variance (Bagozzi & Yi, 1988; Fornell & Larcker, 1981). Table 2 presents the

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AVE measurements, all of which exceeded 0.5, demonstrating strong support for
convergent validity. Furthermore the AVE square root of each individual construct was
also greater than the correlation between a construct and any other construct, providing
evidence of discriminate validity (Table 3).

Table 3 shows that every diagonal values is greater than all value below and to the left
of it, indicating that the values conforming to the AVE square root are greater than the
correlation among dimensions (Fornell & Larcker, 1981). This result indicates that there
is discriminatory validity among dimensions in the study.

Table 2. Summary of measurement scales

Constructs Standard Factor Cronbach’s
Variable Mean CR AVE
items deviation loading α
Self- SP1 3.90 0.85 0.84
Presentation SP2 3.87 0.86 0.89
0.89 0.91 0.72
SP3 3.90 0.83 0.80
SP4 3.71 0.96 0.86
Attention AS1 3.87 0.92 0.88
Seeking AS2 3.68 1.07 0.87
0.91 0.91 0.71
AS3 3.89 0.94 0.84
AS4 4.08 0.79 0.78
Loneliness LS2 3.66 1.00 0.68
LS4 3.86 0.87 0.73 0.81 0.78 0.54
LS5 3.74 0.91 0.79
Social SI2 4.20 0.73 0.75
Interaction SI3 3.97 0.91 0.84 0.80 0.81 0.59
SI4 4.20 0.80 0.70
Photo Sharing PS1 3.80 0.86 0.82
PS2 3.75 0.94 0.72
0.92 0.90 0.70
PS4 3.65 1.00 0.91
PS5 3.67 1.00 0.89
Memorability MY1 4.22 0.70 0.86
MY2 4.23 0.68 0.76 0.87 0.84 0.64
MY3 4.29 0.64 0.77
Identity IY1 4.07 0.81 0.77
IY2 3.83 0.92 0.89
IY3 4.01 0.78 0.83
0.93 0.83 0.69
IY4 3.84 0.86 0.87
IY5 4.11 0.76 0.75
IY6 3.79 0.89 0.85
Model fit statistics
X2(df) = 528 (272) X2/df = 1.941
GFI = 0.929 CFI = 0.995
AGFI = 0.902 RMSEA = 0.043
NFI = 0.990 RMR = 0.022
NNFI = 0.994 SRMR = 0.033
Note: CR = Construct Reliability, AVE = Average Variance Extracted.

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 Table 3. Square roots of AVE and inter-construct correlations
SP AS LS SI PS MY IY
SP 0.72
AS 0.44 0.71
LS 0.34 0.48 0.54
SI 0.24 0.35 0.30 0.59
PS 0.37 0.27 0.13 0.21 0.70
MY 0.24 0.18 0.08 0.14 0.32 0.64
IY 0.31 0.23 0.11 0.18 0.41 0.27 0.69

4. RESULTS
4.1 Structure Model Analysis and Hypothesis Testing
4.1.1 Model Fit

After confirming the measurement model, the structural model was evaluated. The
model overall fit statistics (GFI = 0.929, AGFI = 0.902, NFI = 0.990, NNFI = 0.994,
CFI = 0.995, RMSEA = 0.043, RMR = 0.022, SRMR = 0.033, X2/df = 1.941) indicated
an acceptable level of fit between the hypothesized model and the observed data (Table
2). Estimated structural coefficients were subsequently examined to evaluate the
individual hypotheses.

4.1.2 The Results of The Study

According to Table 4, all path coefficients (H1, H2, H4, H5, and H6) were significant
except for the path coefficient H3. The results indicated that antecedent factors
(self-presentation, attention seeking, and social interaction) had positive and significant
effects on photo sharing. However, loneliness was no significant and positively
influence photo sharing. Moreover, photo sharing had positive and significant effects on
consequence factors (memorability and identity). Specifically, self-presentation was
significant and related with photo sharing (t = 8.28), attention seeking was significant
and related with photo sharing (t = 3.79), social interaction was significant and related
with photo sharing (t = 2.75), photo sharing was significant and related with
memorability (t = 15.67), photo sharing was significant and related with identity (t =
18.35), while loneliness was insignificant on photo sharing (t = 1.29). Overall, the
research model explains 77% (R2 = 0.77) of the variance in photo sharing, 59% (R2 =
0.59) of the variance in memorability, and 90% (R2 = 0.90) of the variance in identity.
Therefore, the results suggested that the hypothesized model is acceptable and had good
explanatory power. Figure 2 displays the results of the structural model.

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 Table 4. The results of the study
Hypothesis Path t-value Result
H1: Self-presentation positively influences
0.37 8.28*** Supported
photo sharing
H2: Attention seeking positively influences
0.32 3.79*** Supported
photo sharing
H3: Loneliness positively influences photo Not
0.12 1.29
sharing Supported
H4: Social interaction positively influences
0.16 2.75** Supported
photo sharing
H5: Photo sharing positively influences
0.77 15.67*** Supported
memorability
H6: Photo sharing positively influences
0.95 18.35*** Supported
identity
Note: **p<.01 (t-value ≥ 2.58), ***p<.001 (t-value ≥ 3.29).

4.2 The Results of Mediating Effect

Baron and Kenny’s (1986) logic was applied to estimate the mediating effect that photo
sharing has on the relationship between antecedent factors (self-presentation, attention
seeking, and social interaction) and consequence factors (memorability and identity).
Partial mediation occurs when a mediator accounts for only a part of the relationship
between the independent and dependent variables. Full mediation occurs when no
significant relationship remains between the independent and dependent variables after
the mediator is entered in the model.

Table 5 presents the results of the mediating effect from photo sharing in this study,
indicating that self-presentation has a full mediating effect to direct effect on
memorability. Attention seeking, loneliness, and social interaction have a partial
mediating effect to direct effect on memorability. On the other hand, the results indicate
that self-presentation, attention seeking, and loneliness have a full mediating effect to
direct effect on identity. Social interaction has a partial mediating effect to direct effect
on identity. To sum up, all the conditions were met for demonstrating that photo sharing
mediated the link between the antecedent factors (self-presentation, attention seeking,
loneliness, and social interaction) and consequence factors (memorability and identity).

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 Table 5. The results of mediating effect

Mediating model Direct effect t-value Analysis result of mediating effect t-value Result

＊＊＊
1. Self-Presentation Self-Presentation Self-PresentationPhoto Sharing 0.83(18.26) Full
0.55 ＊＊＊
Photo Sharing Memorability ＊＊＊ Photo SharingMemorability 0.75(7.24) mediating
(11.48)
Memorability Self-PresentationMemorability -0.05(-0.54) effect
＊＊＊
2. Self-Presentation Self-Presentation Self-PresentationPhoto Sharing 0.81(17.86) Full
0.72 ＊＊＊
Photo Sharing Identity ＊＊＊ Photo SharingIdentity 1.02(12.76) mediating
(15.11)
Identity Self-PresentationIdentity -0.11(-1.81) effect
＊＊＊
3. AttentionSeeking AttentionSeeking Attention SeekingPhoto Sharing 0.83(17.53) Partial
0.65 ＊＊＊
Photo Sharing Memorability ＊＊＊ Photo sharingMemorability 0.53(5.43) mediating
(12.39) ＊
Memorability Attention SeekingMemorability 0.21(2.26) effect
＊＊＊
4. AttentionSeeking AttentionSeeking Attention SeekingPhoto Sharing 0.82(17.65) Full
0.78 ＊＊＊
Photo Sharing Identity ＊＊＊ Photo SharingIdentity 0.90(11.78) mediating

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(16.09)
Identity Attention SeekingIdentity 0.04(0.57) effect
＊＊＊
5. Loneliness Loneliness LonelinessPhoto Sharing 0.74(13.08) Partial
0.55 ＊＊＊
Photo Sharing Memorability ＊＊＊ Photo SharingMemorability 0.50(8.57) mediating
(10.10) ＊
Memorability LonelinessMemorability 0.12(2.04) effect
＊＊＊
6. Loneliness Loneliness LonelinessPhoto Sharing 0.81(12.22) Full
0.71 ＊＊＊
Photo Sharing Identity ＊＊＊ Photo SharingIdentity 0.82(13.31) mediating
(11.36)
Identity LonelinessIdentity 0.02(0.31) effect
＊＊＊
7. SocialInteraction Social Interaction Social InteractionPhoto Sharing 0.87(13.04) Partial
0.63 ＊＊＊
Photo Sharing Memorability ＊＊＊ Photo SharingMemorability 0.40(7.86) mediating
(11.90) ＊＊＊
Memorability Social InteractionMemorability 0.33(4.93) effect
＊＊＊
8. SocialInteraction Social Interaction Social InteractionPhoto Sharing 0.91(13.22) Partial
0.73 ＊＊＊
Photo Sharing Identity ＊＊＊ Photo SharingIdentity 0.75(14.03) mediating
(13.31) ＊＊
Identity Social InteractionIdentity 0.16(3.17) effect

Note: *p<.05 (t-value ≥ 1.96), **p<.01 (t-value ≥ 2.58), ***p<.001 (t-value ≥ 3.29).
 SP1
0.84
SP2 0.89
Self-
0.80
SP3 Presentation MY1 MY2 MY3
0.86 1
0.37
SP4 0.76
(8.28***) 0.86 0.77
PS1 PS2 PS4 PS5
AS1
Memorability
0.88
0.72 0.91
AS2 0.87 R2 = 0.59
Attention 0.89
0.82
0.84
Seeking
AS3
0.78 0.32 0.77
(3.79***) (15.67***)
AS4 Photo
Sharing
0.12 R2 = 0.77
LS2 (1.29) 0.95
0.68 (18.35***)
LS4 0.73 Loneliness
0.16 Identity
0.79
LS5 (2.75**)
R2 = 0.90
IY1 0.77
0.
0.89
SI2
0.75 IY2 0.83 0.85
Social 0.87 0.75
0.84
SI3
Interaction IY3
IY4 IY5 IY6
0.70
SI4

Note: **p<.01 (t-value ≥ 2.58), ***p<.001 (t-value ≥ 3.29).

Figure 2. The results of the structural model

5. CONCLUSIONS AND IMPLICATIONS

5.1 Conclusion
This study examines the antecedents and consequences of photo sharing on social
networking sites. The theoretical model of this study was tested through Structural
Equation Modeling. The results reveal that while self-presentation, attention seeking,
and social interaction had significant influence on photo sharing, loneliness had no
significant influence. Moreover, photo sharing had a significant influence on
memorability and identity. These factors provide practical guidance to social networking
site manager for understanding users who share their photos online, and framing a
marketing strategies based on their needs and behavior.

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First, self-presentation, attention seeking, and social interaction had a positive influence
on photo sharing. According to the results, people prefer to show their self-presentation
and achieve their expectations through sharing photos on social networking sites. In
order to obtain more attention, people will increase the frequency of photo sharing
because photos can show a situation more clearly than words. Moreover, the user gets
more social interaction on social networking sites with other users, it can direct
stimulation to users who share photos.

Second, loneliness had no significant influence on photo sharing. According to the

results, the reason that loneliness had no significant influence on photo sharing may be
that lonely people need real companionship rather than interactions from sharing photos
on social networking sites. While facing loneliness, due to the cultural differences
between the East and the West, the personality of people in the East is more preserved
than that in the West (Argyle et al., 1986). Therefore, they will not exhibit their
loneliness by sharing photos on social networking sites.

Finally, photo sharing had a significant influence on memorability and identity. The
results show that photo sharing not only yields positive memories but also generates an
identity. People like sharing photos of their daily chores and routines. Furthermore,
those photos capture important moments so that the positive memories may be recalled
at a later date. On the other hand, people like sharing their daily life and anecdotes by
sharing photos on social networking sites. As discussed earlier, photos not only create a
continual narrative but also a sense of identity.

5.2 Academic Implications

Most of the previous studies on photo sharing focused only on the antecedents (Miller
& Edwards, 2007; Goh et al., 2009; Sung et al., 2016; Charoensukmongkol, 2016). To
date, few studies have investigated the antecedents and consequences of photo sharing.
Therefore, this study investigated the antecedents (self-presentation, attention seeking,
loneliness, and social interaction) as well as the consequences (memorability and
identity) of photo sharing on social networking sites. This study contributes to academic
research by bridging the gap in the understanding of the antecedents and consequences
of photo sharing.

5.3 Managerial Implications

Managers can improve their management practices according to the findings of this
study. They should provide distinct and personalized styles based on user needs so that
they can gain a competitive advantage. This study has the following management
implications.

15
First, self-presentation had a positive influence on photo sharing. According to the
results, self-presentation on social networking sites is more convenient through photos.
Therefore, social networking site managers can enhance the function of editing photos
automatically before they are shared so that the user can present the photo more
willingly on social networking sites. Moreover, social networking sites users will feel
more satisfied about their self-presentation.

Second, attention seeking and social interaction had a positive influence on photo
sharing. According to the results, thorough insight into and understanding the
antecedents of photo sharing. Therefore, social networking site managers can increase
the novel features function or introduce interesting innovations in photo sharing to
facilitate user interaction and increase the sites' popularity. For instance, rewarding the
users’ proactive participation in photo sharing by offering virtual gifts could further
stimulate the influence of the social network and the satisfaction of the user.

Third, the results show that photo sharing had a significant influence on memorability.
Photo sharing on social networking sites can not only yield inner satisfaction to users
but also increase photo storage capacity. Therefore, Managers can extend photo storage
capacity to enhance the user’s satisfaction. After all, social networking sites photo
storage capacity is also very important to the user.

Finally, the results show that photo sharing had a significant influence on identity. The
results show that photo sharing had a significant influence on identity. People like
sharing their daily life or create by sharing photos on social networking sites, thereby
stimulating the person’s identity. Therefore, social networking sites can utilize big data
analysis to gather or creating of those who have similar interests and habits. For
instance, those who like to take pictures of scenery or human art photos will get
together for the same interests and habits.

5.4 Limitations and Further Research

While the present study makes valuable contributions, it does have certain limitations,
based on which future research trajectories have been recommended. Future research
could take up an in-depth exploration of the behavior of people experiencing loneliness.
Finally, the present study only investigates four antecedents and two consequences of
photo sharing on social networking sites. However, there are numerous other antecedent
factors that influence photo sharing and its consequences. Therefore, future studies
should input other factors for investigation in order to diversify the research results.

16
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