Video Sharing as Social Exchange in Social Media Environments: A Model Grounded in Social Capital Theory

Öz

This study examines why individuals exchange videos on social media by applying social capital theory, which explains how social networks, trust, and shared norms contribute to the phenomenon. Based on the highly regarded model of the structural, relational, and cognitive aspects of social capital, this study examines the impact of social interaction, trust, reciprocity, sense of belonging, and homophily on users' intentions to share video content. The data were gathered via a self-administered survey and analysed by using Structural Equation Modelling (SEM). SEM was selected because it is suitable for studying complex relationships among latent variables. Results show that social tie interaction and reciprocity are significant predictors of video-sending behaviour, whereas trust, sense of belonging, and homophily are not directly associated with intentions to share. The significant mediation effect shows that reciprocity enhances video-sending intention indirectly through sense of belonging. The findings offer new sociological insight into video-sharing as a symbolic and relational action grounded in norms of exchange and social bonding. The study adds depth to our understanding of online sociality and theorizes everyday practices in platform-mediated communication.

Anahtar Kelimeler

• Social Capital
• Video Sharing
• Social Media
• Reciprocity
• Structural Equation Modelling (SEM)

Sosyal Medyada Bir Değiş Tokuş Aracı Olarak Video Paylaşımı: Sosyal Sermaye Kuramına Dayalı Bir Model

Öz

Bu çalışma, bireylerin sosyal medyada video paylaşım davranışlarını sosyal sermaye kuramı kullanarak incelemektedir. Sosyal sermayenin yapısal, ilişkisel ve bilişsel boyutlarını temel alarak, sosyal etkileşim bağları, güven, karşılıklılık, aidiyet duygusu ve homofilinin video paylaşma eğilimleri üzerine etkisini araştırmaktadır. Anket yoluyla toplanan veriler, Yapısal Eşitlik Modellemesi ile analiz edilmiştir. YEM, ölçüm kalitesi yeterli olduğu sürece orta büyüklükteki örneklemlerde örtük değişkenler arasındaki karmaşık ilişkileri incelemeye uygunluğu ile bilinmektedir. Bulgular, sosyal etkileşim bağları ve karşılıklılığın video paylaşma davranışını anlamlı biçimde yordadığını göstermektedir. Buna karşılık güven, aidiyet duygusu ve homofili paylaşma niyeti üzerinde doğrudan etki göstermemiştir. Aracılık etkisi analizi, karşılıklılığın aidiyet duygusu üzerinden dolaylı olarak video paylaşma niyetini güçlendirdiğini ortaya koymaktadır. Sonuç olarak bu çalışma, video paylaşımını sosyal sermaye kuramının farklı normatif boyutları içinde işleyen bir değiş-tokuş ve sosyal bağ kurma sürecinin parçası olan sembolik bir eylem olarak kavramsallaştırmakta; bu davranışı açıklayan bütüncül bir sosyal sermaye modeli önermektedir.

Anahtar Kelimeler

• Sosyal Sermaye
• Video Paylaşımı
• Sosyal Medya
• Karşılıklılık
• Yapısal Eşitlik Modellemesi (YEM)

Kaynakça

1. Apuke, O. D., & Omar, B. (2020). Modelling the antecedent factors that affect online fake news sharing on COVID-19: the moderating role of fake news knowledge. Health Education Research, 35(5), 490-503.
2. Ayed, N., & Clarke, A. (2025). The importance of stable housing in social capital development and utilisation: how homelessness undermines reciprocity, recognition, and autonomy. Housing Studies, 40(9), 2038-2057.
3. Baym, N. K. (2015). Personal connections in the digital age (2nd ed.). Polity Press.
4. Berard, A. A., & Smith, A. P. (2019). Post your journey: Instagram as a support community for people with fibromyalgia. Qualitative Health Research, 29(2), 237-247.
5. Bielčiková, K. and Holla, K. (2022). Media education as a means of sexting prevention. Journal of Education Culture and Society, 13(1), 111-125. https://doi.org/10.15503/jecs2022.1.111.125
6. Boer, S., Erdem, Ö., Graaf, H., & Götz, H. (2021). Prevalence and correlates of sext-sharing among a representative sample of youth in the netherlands. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.655796
7. Bourdieu, P. (1986). Habitus, code et codification. Actes de la recherche en sciences sociales, 64(1), 40-44.
8. Brereton, P., & Gómez, V. (2020). Media students, climate change, and YouTube celebrities: Readings of dear future generations: Sorry video clip. ISLE: Interdisciplinary Studies in Literature and Environment, 27(2), 385-405.

9. Byrne, B. M. (2016). Structural equation modeling with AMOS: Basic concepts, applications, and programming (3rd ed.). Routledge.
10. Chai, S., & Kim, M. (2012). A socio-technical approach to knowledge contribution behaviour: An empirical investigation of social networking sites users. International Journal of Information Management, 32(2), 118–126. https://doi.org/10.1016/j.ijinfomgt.2011.11.009
11. Chang, H. H., & Chuang, S. S. (2011). Social capital and individual motivations on knowledge sharing: Participant involvement as a moderator. Information & Management, 48(1), 9–18. https://doi.org/10.1016/j.im.2010.11.001
12. Chiang, H. S., & Hsiao, K. L. (2015). YouTube stickiness: the needs, personal, and environmental perspective. Internet Research, 25(1), 85-106.
13. Coleman, J. S. (1988). Social capital in the creation of human capital. American Journal of Sociology, 94, S95–S120. https://doi.org/10.1086/228943
14. Cummings, S., et al. (2018). Knowledge, Social Capital, and Grassroots Development: Insights from Rural Bangladesh. The Journal of Development Studies. https://doi.org/10.1080/00220388.2017.1417584
15. Esparza, C., González, E., & Losilla, J. (2020). Sexting prevalence and socio-demographic correlates in spanish secondary school students. Sexuality Research and Social Policy, 18(1), 97-111. https://doi.org/10.1007/s13178-020-00434-0
16. Esparza, M. T. (2020). Social Media Attention Concentrates in Populous Areas During Disasters (Doctoral dissertation).
17. Fenenga, C. J., Nketiah-Amponsah, E., Ogink, A., Arhinful, D. K., Poortinga, W., & Hutter, I. (2015). Social capital and active membership in the Ghana National Health Insurance Scheme-a mixed method study. International journal for equity in health, 14, 1-12.
18. First, M. B., et al. (2020). COVID-19 Stress and Depression: Examining Social Media, Traditional Media, and Interpersonal Communication. Journal of Loss and Trauma. https://doi.org/10.1080/15325024.2020.1835386
19. Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.1177/002224378101800104
20. Gillespie, T. (2014). The relevance of algorithms. In T. Gillespie, P. Boczkowski, & K. Foot (Eds.), Media technologies: Essays on communication, materiality, and society (pp. 167–194). MIT Press.
21. Goffman, E. (1959). The presentation of self in everyday life. Anchor Books.
22. Gorea, I. M. (2022). The role of advertising disclosure and persuasion knowledge in travel influencer videos on Instagram. Toronto Metropolitan University. Thesis. https://doi.org/10.32920/19008986.v1
23. Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis (8th ed.). Cengage.
24. Håkansson, P., & Witmer, H. (2015). Social media and trust: A systematic literature review. Journal of business and economics, 6(3), 517-524.
25. Han, Y., Karunasekera, S., & Leckie, C. (2020). Graph neural networks with continual learning for fake news detection from social media. arXiv preprint arXiv:2007.03316.
26. Hsu, C. P. (2015). Effects of social capital on online knowledge sharing: positive and negative perspectives. Online Information Review, 39(4), 466-484.
27. Jiang, L. (2021). Problematic Social Media Usage and Anxiety Among University Students During the COVID-19 Pandemic: The Mediating Role of Psychological Capital and the Moderating Role of Academic Burnout. Frontiers in Psychology. https://doi.org/10.3389/fpsyg.2021.612007
28. Kartal, O. Y., Yazgan, A. D., & Kıncal, R. Y. (2017). Bilişim çağında sosyal sermayenin yeni belirleyicileri: Dijital uçurum ve sosyal medya okuryazarlığı. Ahi Evran Üniversitesi Kırşehir Eğitim Fakültesi Dergisi, 18(2), 353–373.
29. Kim, H. (2014). Enacted social support on social media and subjective well-being. International journal of communication, 8, 21.
30. Kim, J. (2023). Content and quality of youtube regarding women’s health: a scoping review. Korean Journal of Women Health Nursing, 29(3), 179-189. https://doi.org/10.4069/kjwhn.2023.08.19
31. Kircaburun, K., & Griffiths, M. D. (2018). Instagram addiction and the Big Five of personality: The mediating role of self-liking. Journal of behavioral addictions, 7(1), 158-170.
32. Kline, R. B. (2015). Principles and practice of structural equation modeling (4th ed.). Guilford Press.
33. Koh, J. X., & Liew, T. M. (2022). How loneliness is talked about in social media during COVID-19 pandemic: Text mining of 4,492 Twitter feeds. Journal of psychiatric research, 145, 317-324.
34. Koranteng, F. N., Sarsah, F. K., Kuada, E., & Gyamfi, S. A. (2020). An empirical investigation into the perceived effectiveness of collaborative software for students’ projects. Education and Information Technologies, 25(2), 1085-1108.
35. Lee, S., & Kim, Y. (2020). The Impact of Individual Motivations and Social Capital on the Continuous Usage Intention of Mobile Social Apps. Sustainability, 12(20), 8364. https://doi.org/10.3390/su12208364
36. Lee, S., & Kim, Y. (2020). The impact of individual motivations and social capital on the continuous usage intention of mobile social apps. Sustainability, 12(20), 8364. https://doi.org/10.3390/su12208364
37. Li, Kim. (2023). Social media engagement: can video captions increase user engagement?, 103-109. In: Proceedings of the 3rd International Conference on Economic Development and Business Culture (ICEDBC 2023) (pp.103-109)
38. Li, Q., Wang, J., Chen, Y. P., & Lin, Z. (2010). User comments for news recommendation in forum-based social media. Information Sciences, 180(24), 4929-4939.
39. Lin, N. (2001). Social capital: A theory of social structure and action. Cambridge University Press. https://doi.org/10.1017/CBO9780511815447
40. Lipp, W., & Mohnen, A. (2024). Communication media in electronic negotiations: how the individual x medium fit influences negotiation behaviors and outcomes. Frontiers in Communication, 9, 1402820.
41. Liu, G., Gao, P., Li, Y., & Zhang, Z. (2019). Research on the influence of social media short video marketing on consumer brand attitude. https://doi.org/10.2991/icsshe-19.2019.192
42. Liu, M., Kamper-DeMarco, K. E., Zhang, J., Xiao, J., Dong, D., & Xue, P. (2022). Time spent on social media and risk of depression in adolescents: a dose–response meta-analysis. International journal of environmental research and public health, 19(9), 5164.
43. Lookingbill, V., Mohammadi, E., & Cai, Y. (2023). Assessment of accuracy, user engagement, and themes of eating disorder content in social media short videos. Jama Network Open, 6(4), e238897. https://doi.org/10.1001/jamanetworkopen.2023.8897
44. Ma, L., Krishnan, R., & Montgomery, A. L. (2015). Latent homophily or social influence? An empirical analysis of purchase within a social network. Management Science, 61(2), 454-473.
45. Madathil, K., Rivera-Rodriguez, A., Greenstein, J., & Gramopadhye, A. (2014). Healthcare information on youtube: a systematic review. Health Informatics Journal, 21(3), 173-194. https://doi.org/10.1177/1460458213512220
46. Madigan, S., Ly, A., Rash, C., Ouytsel, J., & Temple, J. (2018). Prevalence of multiple forms of sexting behavior among youth. Jama Pediatrics, 172(4), 327. https://doi.org/10.1001/jamapediatrics.2017.5314
47. Madigan, S., Villani, V., Azzopardi, C., Laut, D., Smith, T., Temple, J. R., ... & Dimitropoulos, G. (2018). The prevalence of unwanted online sexual exposure and solicitation among youth: A meta-analysis. Journal of Adolescent Health, 63(2), 133-141.
48. Maharani, A. C. (2021). The influence of excessive use of social media. Indonesian Journal of Social Sciences, 13(1), 11.
49. Marciano, L., Ostroumova, M., Schulz, P., & Camerini, A. (2022). Digital media use and adolescents' mental health during the covid-19 pandemic: a systematic review and meta-analysis. Frontiers in Public Health, 9. https://doi.org/10.3389/fpubh.2021.793868
50. Marwick, A. E., & boyd, d. (2011). I tweet honestly, I tweet passionately: Twitter users, context collapse, and the imagined audience. New Media & Society, 13(1), 114–133. https://doi.org/10.1177/1461444810365313
51. Mauss, M. ([1925] 2002). The gift: The form and reason for exchange in archaic societies (W. D. Halls, Trans.). Routledge. (Original work published 1925)
52. McPherson, M., Smith-Lovin, L., & Cook, J. M. (2001). Birds of a feather: Homophily in social networks. Annual Review of Sociology, 27, 415–444. https://doi.org/10.1146/annurev.soc.27.1.415
53. Mifsud, S., Attard, N., & Gatt, G. (2023). The impact of school‐based social media and online technology on oral health education for individuals with disability. Special Care in Dentistry, 44(1), 206-213. https://doi.org/10.1111/scd.12852
54. Molm, L. D. (2010). The structure of reciprocity. Social Psychology Quarterly, 73(2), 119–131. https://doi.org/10.1177/0190272510369079
55. Moorhead, S., Hazlett, D., Harrison, L., Carroll, J., Irwin, A., & Hoving, C. (2013). A new dimension of health care: systematic review of the uses, benefits, and limitations of social media for health communication. Journal of Medical Internet Research, 15(4), e85. https://doi.org/10.2196/jmir.1933
56. Morita, A., Nawa, N., Storey, D., Underwood, C. R., Surkan, P. J., & Fujiwara, T. (2025). Associations between individual-level social capital, homophilous and heterophilous social network diversities, and climate stewardship in Japan. Journal of Environmental Management, 376, 124337.
57. Mou, Y., Jing, B., Li, Y., Fang, N., & Wu, C. (2022). Interactivity in learning instructional videos: sending danmaku improved parasocial interaction but reduced learning performance. Frontiers in Psychology, 13. https://doi.org/10.3389/fpsyg.2022.1066164
58. Naeem, M. and Ozuem, W. (2021). Customers' social interactions and panic buying behaviour: insights from social media practices. Journal of Consumer Behaviour, 20(5), 1191-1203. https://doi.org/10.1002/cb.1925
59. Nahapiet, J., & Ghoshal, S. (1998). Social Capital, Intellectual Capital, and the Organizational Advantage. Academy of Management Review, 23(2), 242-266. https://doi.org/10.5465/amr.1998.533226
60. Oh, C., Roumani, Y., Nwankpa, J. K., & Hu, H. F. (2017). Beyond likes and tweets: Consumer engagement behaviour and movie box office in social media. Information & Management, 54(1), 25-37.
61. Papacharissi, Z. (2010). A private sphere: Democracy in a digital age. Polity Press.
62. Papacharissi, Z. (2015). Affective publics: Sentiment, technology, and politics. Oxford University Press.
63. Payne, M. R., LaDue, N. D., Dugas, D., Winitkun, D., & Schmidt, S. (2025). “I feel listened to and heard”: How social support fosters a sense of belonging for low‐income STEM majors. Journal of Research in Science Teaching, 62(2), 461-490.
64. Pennycook, G., McPhetres, J., Zhang, Y., Lu, J., & Rand, D. (2020). Fighting covid-19 misinformation on social media: experimental evidence for a scalable accuracy nudge intervention. Psychol Sci. 2020 Jul;31(7):770-780. doi: 10.1177/0956797620939054. Epub 2020 Jun 30. PMID: 32603243; PMCID: PMC7366427. https://doi.org/10.31234/osf.io/uhbk9
65. Phuthong, T. (2023). Ocean traits as key determinants of knowledge sharing behaviour through short-video social commerce platforms. Journal of Human Earth and Future, 4(2), 181-196. https://doi.org/10.28991/hef-2023-04-02-04
66. Putnam, R. D. (2000). Bowling alone: The collapse and revival of American community. Simon & Schuster.
67. Rainie, L., & Wellman, B. (2012). Networked: The new social operating system. MIT Press.
68. Rosseel, Y. (2012). lavaan: An R package for structural equation modeling. Journal of Statistical Software, 48(2), 1–36. https://doi.org/10.18637/jss.v048.i02
69. Tezol, Ö., Oflu, A., Çelik, M., Dinleyici, M., & Yalçin, S. (2020). The medical school students' habits of video game playing and social media using. Turkiye Klinikleri Journal of Health Sciences, 5(2), 288-297. https://doi.org/10.5336/healthsci.2019-70532
70. Thompson, N., Wang, X., & Daya, P. (2020). Determinants of news sharing behavior on social media. Journal of Computer Information Systems, 60, 593 - 601..
71. Tupamahu, M. S., Uktolseja, L. J., & Gaspersz, S. (2023). The Analysis of Netspeak Used on Instagram. INTERACTION: Jurnal Pendidikan Bahasa, 10(2), 680-691.
72. Utami, P. (2018). The role of viral video in indonesian politics. Jurnal Masyarakat Dan Budaya, 19(3), 327. https://doi.org/10.14203/jmb.v19i3.548
73. van Dijck, J. (2013). The culture of connectivity: A critical history of social media. Oxford University Press.
74. Walsh, J., Fielder, R., Carey, K., & Carey, M. (2013). Female college students’ media use and academic outcomes. Emerging Adulthood, 1(3), 219-232. https://doi.org/10.1177/2167696813479780
75. Wang, K., Chan, D., Zhao, S., Canny, J., & Zakhor, A. (2022). Misinformation detection in social media video posts.. Cornell University Press, 27 (2) https://doi.org/10.48550/arxiv.2202.07706
76. Wolf, E. J., Harrington, K. M., Clark, S. L., & Miller, M. W. (2013). Sample size requirements for structural equation models: An evaluation of power, bias, and solution propriety. Educational and Psychological Measurement, 73(6), 913–934. https://doi.org/10.1177/0013164413495237
77. Yen, C. H., et al. (2020). Social Capital Affects Job Performance Through Social Media. Industrial Management & Data Systems. https://doi.org/10.1108/imds-09-2019-0473
78. Yeung, A., Ng, E., & Abi-Jaoude, E. (2022). Tiktok and attention-deficit/hyperactivity disorder: a cross-sectional study of social media content quality. The Canadian Journal of Psychiatry, 67(12), 899-906. https://doi.org/10.1177/07067437221082854
79. Yousuf, M. S., & Ganjera, A. N. (2020). The Effects of Social Media Marketing on Sports by Using Sports Videos on Facebook and Instagram to Attract the Peoples to Watch More Sports. International Journal on Integrated Education, 3(6), 61 67. https://doi.org/10.31149/ijie.v3i6.414.
80. Zhang, K., Kim, K., Silverstein, N. M., Song, Q., & Burr, J. A. (2021). Social media communication and loneliness among older adults: The mediating roles of social support and social contact. The Gerontologist, 61(6), 888-896.
81. Zhu, Y., & Yao, J. (2025). Social media use and subjective well-being among young adults in Mainland China: mediated by social media fatigue and social capital. Current Psychology, 44(6), 4553-4565.