To Share or Not to Share? Brand Content Sharing in Social Media Adriana M. Bóveda-Lambie, Ph. D. Saunders College of Business Rochester Institute of Technology 108 Lomb Memorial Drive Rochester, NY 14623 Tel: 585-475-6313 Fax: 585-475-5989 aboveda@saunders.rit.edu Victor J. Perotti, Ph. D. Saunders College of Business Rochester Institute of Technology 108 Lomb Memorial Drive Rochester, NY 14623 Tracy L. Tuten, Ph. D. College of Business East Carolina University 3110 Bate Building Greenville, NC 27858