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Paper studies the intervention of FI and TD on the sharing intention on social media (SM) users with different motivations.

The mechanism for different motivations of SM users to influence sharing intention is explored using WarpPLS. The proposed model applies TAM in Hedonic Motivation System context and includes an alternate pathway of flow state.

Reciprocal relationship between FI and TD is empirically proven. Insights from the “Motivated Sharing Model for Social Media”(MSMSM) follow that users who use SM for information get immersed, however intention to share is not triggered by it.

This study emphasizes on the compatibility of content characteristics with the gratifications of the motivations for SM use to achieve virality. Practitioners may use MSMSM to optimize content, so it appeals to the target audience and has a higher probability of being shared.

Social media users carry different motivations and choose to share select content on the overloaded platform. However, the mechanism for different motivations to drive sharing on SM has remained unexplored. Literature highlights flow as the driver of sharing, whilst the findings on the relationship between flow state and sharing intention on SM are inconclusive; some estimate a positively significant relationship, while others find it to be partially or selectively significant. In this study, intervention of the two dimensions of induced flow: namely, focused immersion (FI) and temporal dissociation (TD)—on the sharing intention on SM is examined.

This study aims to analyze memes as valuable engagement and marketing communication tools in promoting over-the-top (OTT) platforms by monitoring users' sentiments and offering insightful information about their opinions by drawing themes from viral memes.

Content analysis of 1,230 user interactions was conducted using NVivo software on Instagram and Twitter pages from May 2022 to July 2023. Data were collected for sentiment analysis (consumer responses), and relevant themes (consumer interactions) were drawn which created the virality of memes.

Research findings reveal relevant themes, such as relatable, informative and interest-generating, that make memes go viral over social media. The sentiment analysis results showed that the intensity and strength of the positive comments were more substantial, contributing more to the virality of memes.

These findings provide themes for engaging content for OTT advertisers to boost brand recognition and engagement by strategically creating meme content and implementing better marketing communication.

This study uses factual data to offer new perspectives on viral meme propagation. It provides evidence that OTT marketers boost brand value and customer engagement through innovative customer-centric social media analysis.