Abstract
It is the holy grail of digital marketing: the viral entertaining video, a pitch that large numbers of viewers decide to share with family and friends. It is a social exchange process between senders and receivers. However, exactly what motivates internet users to share viral videos is unknown. Using self-enhancement theory, this study empirically tests the proposition that online users share online videos, and electronic word of mouth to construct and express their self-concepts when they perceive benefits from a video. We also applied the Theory of Reason Action (TRA) and tested their actual sharing and WoM buzzs. The result shows that perceived usefulness and enjoyment positively influenced self-enhancement, which produced sharing intentions. Then, the intention to share influenced actual sharing behavior and WoM. Surprisingly, we found that perceived enjoyment can directly influence intention to share. These findings have both theoretical and managerial implications.