This study examined the influence of Sharing Enjoyment (SE) and Positive Social Outcome Expectancy (PSOE) on Knowledge Sharing Behavior (KSB) in social media among higher education students. Using a quantitative approach, data were collected via online questionnaires from 266 diploma and degree students aged 18-30 from public institutions in Terengganu and analyzed using SPSS 30. This study tested four hypotheses: H1 - Sharing Enjoyment (SE) has significant relationship with Knowledge Sharing Behaviour, H2 – Positive Social Outcome Expectancy (PSOE) has significant positive relationship with Knowledge Sharing Behaviour (KSB), H3 - Sharing Enjoyment (SE) has a significant positive influence on Knowledge Sharing Behaviours (KSB) in social media, and H4 - Positive Social Outcome Expectancy (PSOE) has a positive influence on Knowledge Sharing Behaviour (KSB) in social media. Results revealed significant positive correlations between SE and KSB (r = 0.545, p < 0.01) and PSOE and KSB (r = 0.593, p < 0.01). Regression analysis confirmed both predictors significantly influence KSB, with PSOE demonstrating stronger predictive power (? = 0.417, p < 0.001) compared to SE (? = 0.286, p < 0.001). Despite students reporting higher sharing enjoyment levels (M = 3.77) than perceived positive social outcomes (M = 3.48), extrinsic motivation through anticipated social recognition proved more influential in driving knowledge sharing behavior. These findings underscore the dual importance of intrinsic and extrinsic motivations in online knowledge sharing, with implications for designing social media platforms and educational strategies that leverage both motivational factors to enhance collaborative learning.
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