The role of human behaviour in activist content sharing on social media

Purpose Social media (SM) platforms tempt individuals to communicate their perspectives in real-time, rousing engaging discussions on countless topics. People, besides using these platforms to put up their problems and solutions, also share activist content (AC). This study aims to understand why people participate in activist AC sharing on SM by investigating factors related to planned and unplanned human behaviour. Design/methodology/approach The study adopted a quantitative approach and administered a close-ended structured questionnaire to gather data from 431 respondents who shared AC on Facebook. The data was analysed using hierarchical regression in SPSS. Findings The study found a significant influence of both planned (perceived social gains (PSGs) , altruism and perceived knowledge (PK)) and unplanned (extraversion and impulsiveness) human behaviour on activist content-sharing behaviour on SM. The moderating effect of enculturation and general public opinion (GPO) was also examined. Practical implications Sharing AC on SM is not like sharing other forms of content such as holiday recommendations – the former can provoke consequences (sometimes undesirable) in some regions. Such content can easily leverage the firehose of deception, maximising the vulnerability of those involved. This work, by relating human behaviour to AC sharing on SM, offers significant insights to enable individuals to manage their shared content and waning probable consequences. Originality/value This work combined two opposite constructs of human behaviour: planned and unplanned to explain individual behaviour in a specific context of AC sharing on SM.