However, in trying to answering it, one can find a lot of value for his business and “target groups” in this social media and multi-channel marketing age where content plays an increasing role and content marketing is a hot topic. But – let’s be honest – we especially want to know why sharing of content happens because everyone dreams of their content being “tweeted” massively, appearing on social media bookmarking sites thousands of times and getting shared via all possible channels with viral options, including email. Why do people share content? Thus context.