Abstract
The purpose of this study is to establish and examine a model explaining sharing of political content in social media. From individuals' perspective, this study identifies two personal (i.e., altruism and social recognition) and two content related attributes (i.e., perceived truthfulness and value) that can directly affect sharing intention of political contents in social media. Moreover, the proposed direct effects are arguably contingent upon 'collective opinion'. The empirical results support all the hypotheses except the moderating effect of collective opinion between perceived value and intention. The implications of the findings and future research directions are also discussed.