Factors Leading to Viral Intention on Exercise Posts

  • Wonkyung Kim
  • Taiwoo ParkEmail author
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 9742)


Exercise report posts generated by mobile exercise apps (i.e., Nike Plus and Endomondo) have shown potential to encourage exercisers (e.g., runners) by providing them a sense of social support from others. From the perspective of support-givers, the motivational factors for engaging in such exercise-related posts are largely underexplored. Under the framework of Self-Determination Theory, this study investigates associations among need satisfaction for relatedness, autonomy, tie-strength, exercise intention and viewers’ viral behaviors for exercise posts in social media. Study findings highlight the importance of increasing viewers’ relatedness through engaging exercise posts.


Self-Determination theory Tie-strength Exercise Social media Viral intention 


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Copyright information

© Springer International Publishing Switzerland 2016

Authors and Affiliations

  1. 1.Department of Advertising and Public RelationsMichigan State UniversityMichiganUSA
  2. 2.Department of Media and InformationMichigan State UniversityMichiganUSA

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