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HCBE Faculty Articles
Understanding Consumers' Social Networking Site Usage
Document Type
Article
Publication Title
Journal of Marketing Management
ISSN
0267-257X
Publication Date
2014
Abstract/Excerpt
The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.
DOI
https://doi.org/10.1080/0267257X.2013.851106
Volume
30
Issue
5-6
First Page
571
Last Page
605
NSUWorks Citation
Gironda, John T. and Korgaonkar, Pradeep K., "Understanding Consumers' Social Networking Site Usage" (2014). HCBE Faculty Articles. 666.
https://nsuworks.nova.edu/hcbe_facarticles/666