Knowledge seeking in the context of social media mobile apps

Knowledge resides in individuals' minds. Even though knowledge seeking is a key motivation for individuals to participate in social media, it is still a challenge. This study aims at understanding knowledge seeking in the context of social media mobile apps from the perspectives of communication competence and communication visibility. Methodologically, this study follows the paradigm of theory driven empirical research. A research model was developed drawing on prior theories and literature. Data were collected from users of social media mobile apps. Partial least squares structural equation modeling was used for data analysis. It was found that Transactive Memory System (TMS) is a valid second-order construct. Moreover, from the perspective of communication competence, communication competence positively impacts TMS which further influences knowledge seeking. From the perspective of communication visibility, exposure to content of other's messages has a positive effect on TMS. The individual effect of perceived anonymity of knowledge seeking on knowledge seeking exhibits positive and significant, which is however overpowered by TMS. Antecedents of TMS highlight the importance of communication by which TMS can be developed collectively within social memory systems. When TMS is higher, users are more likely to trust and coordinate with each other, and know how to access the expert, with the hope of resolving the challenge of knowledge seeking. This study could motivate developers of social media to consider intelligent technologies to enhance users' communication competence. It could motivate them to design different scenarios of communication visibility.