ABSTRACT
This chapter evaluates people's propensity to share online advertising content, verifying the role played by the incentives offered by companies for sharing, compared to a referral from a friend. It compares sharing behaviour in terms of emotions, perceived usefulness of content and respondent's income. Each online social interaction allows people to share something about themselves: an idea, a file, a recommendation, and an opinion. Social interactions about products, services and brands are important for companies' success. In recent years, technologies like online social networks have changed the way these interactions occur, since they organize contacts and make access to this information easier, amplifying the audience and accelerating communication. Companies have tried different methods of motivating people to spread their content. In order to consider intrinsic consumer motivation, extra care with regard to content creation is necessary.
