scholarly journals Social network addiction and advertising on social networks: A case study of rural students in South Africa

2019 ◽  
Vol 21 (1) ◽  
Author(s):  
Zhikona Van Rhyne ◽  
Willie Chinyamurindi ◽  
Liezel Cilliers
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Ease Of Use ◽  
Rural Students ◽  
Target Market ◽  
Eastern Cape ◽  
Perceived Ease Of Use ◽  
Design Data ◽  
Mediating Role

Background: There is growing evidence that social media addiction is an enduring problem among students. This information can be used by marketers to create specific advertisement campaigns for students to promote organisational branding.Objectives: The aim of this study was to determine the mediating role of psychological dependence between social networking sites (SNSs) addiction and attitude towards social networking advertising among a sample of rural students in South Africa.Method: This research adopted a positivist paradigm with a quantitative approach and a descriptive research design. Data were collected using questionnaires, which were distributed to 289 respondents residing within a rural community in the Eastern Cape province of South Africa.Results: This study found a relationship between: (1) perceived ease of use and habit, (2) perceived ease of use and psychological dependence, and (3) psychological dependence and attitude towards SNSs advertisement.Conclusion: Social media advertising should offer precise location-based targeting and data-driven users’ profiling, segmenting the target market according to preferences, likes and hobbies, through data mining and analytical interpretation of results as these are attributes that are not offered by traditional media.

scholarly journals Determinants of attitudes towards social networking advertising: The role of habit, perceived ease of use and social media capital affinity

10.29007/32mq ◽  
2019 ◽  
Author(s):  
Babalwa Solani ◽  
Liezel Cilliers ◽  
Willie Tafadzwa Chinyamurindi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Survey Design ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
End User ◽  
Research Philosophy

There is an observed popularity in the use of social networking sites. The popularity of social networking sites appears to occupy a multi-layered utility depending on the needs of the end user. Calls exist within the literature for studies that explore understanding of determinants that influence attitudes towards advertising on social networks. The importance of this is that such factors influencing attitudes towards advertising on social networks can be useful pre-cursors to the formation of actual intentions. The objective of this study was to determine the role of habit, perceived ease of use and social media capital affinity on attitudes towards social network advertising amongst students at rural campus. A sample of 289 registered students were used as a sample for this study utilising a positivist research philosophy and a survey design approach. The findings of the research saliently show a positive relationship to exist a) perceived ease of use and habit; b) social capital affinity and attitudes towards social networking advertising. Based on the findings of the research some implications are made concerning possible responses from the youth market and attitudes towards social media advertising.

Adoption of social networking sites for educational use

2019 ◽  
Vol 11 (1) ◽  
pp. 2-19 ◽  
Author(s):  
Godfred Matthew Yaw Owusu ◽  
Rita Amoah Bekoe ◽  
Dorothea Sekyiwa Otoo ◽  
Akua Pokuaa Essah Koli
Keyword(s):  
University Students ◽  
Social Networking ◽  
Social Networking Sites ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Survey Method ◽  
Perceived Ease Of Use ◽  
School Students ◽  
Content Type ◽  
Respondent Group

PurposeThe purpose of this paper is to examine the views of university students on social networking sites (SNSs) adoption for educational purposes and investigate the factors that motivate students to use SNSs for academic purposes.Design/methodology/approachA survey method of research was adopted and questionnaires were administered to the respondent group. A total of 522 valid responses from the University of Ghana Business School Students were used in the empirical analysis. Regression analysis was used to examine the relationship among the key constructs of the study.FindingsThe results of this study suggest that perceived usefulness, perceived ease of use, the existence of facilitating conditions and the purposes of SNSs are the key factors that motivate students to adopt SNSs for academic purposes. However, the influence of other people in society and the desire to be identified with social groups were found not to be important predictors of SNSs use by students for educational purposes.Research limitations/implicationsThe data examined in this study are based on sample responses from only one university, which may limit the extent of generalization of the findings.Originality/valueThis paper provides some useful insights into the key predictors of SNSs adoption for educational use by university students from the perspective of a developing country.

Social Networking Sites and Civic Participation: Analyzing the Mediating Role of Online Bridging Social Capital

2021 ◽  
Vol 9 (3) ◽  
Author(s):  
Ashmeet Kaur ◽  
H.K. Dangi
Keyword(s):  
Social Capital ◽  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Civic Participation ◽  
Social Issues ◽  
Bridging Social Capital ◽  
Mediating Role ◽  
Wide Range

Technological advancements have introduced creative communication media with social media being one of its kind. Since its introduction, the use of social media is rising in India providing people a better penetrating medium to share their views and ideas. These networking sites have given people a wide range of options to share views about social issues as well. Civic participation is a personal or group effort to resolve a social issue. With the onset of social media, offline civic participatory activities have made a transition to the online space as well. With the soaring influence of social media, this study aims to determine the extent to which Social Networking Sites (SNS) usage influences social capital and civic participatory behaviour. It aims to examine whether SNS use aids in the development of behavior that fosters civic participation. Further, the mediating role of online bridging social capital is analyzed in the relationship between SNS use intensity and civic participation of users. The results show the role of SNS in positively influencing online and offline civic participatory behaviour of the users with online bridging social capital acting as a mediating variable. However, the cross-sectional nature of this study constrained the ability to infer causal associations. The study concludes with recommendations and directions for future research. The different SNS can be compared to learn about their respective influence on civic participatory behavior and infer this phenomenon in an enhanced manner.

Excessive social networking sites use and online compulsive buying in young adults: the mediating role of money attitude

2018 ◽  
Vol 19 (3) ◽  
pp. 310-327 ◽  
Author(s):  
Saeed Pahlevan Sharif ◽  
Ken Kyid Yeoh
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Compulsive Buying ◽  
Content Type ◽  
Mediating Role ◽  
Money Attitude ◽  
Use Of Social Media ◽  
Positive Effect

Purpose This paper aims to investigate the effect of excessive use of social networking sites on online compulsive buying, and whether this effect is mediated by the dimensions of money attitude (i.e. power-prestige, distrust and anxiety) in young Malaysian adults. Design/methodology/approach A correlational cross-sectional, questionnaire-based design was adopted. A total of 1,155 university students completed an online survey. A parallel multiple mediator model was then developed and tested using covariance-based structural equation modeling. Findings Excessive use of social media had a positive effect on money attitude dimensions and online compulsive buying. Also, power-prestige and anxiety dimensions of money attitude mediated the positive effect of excessive use of social networking sites on online compulsive buying. Practical implications Several implications for the parents of young adults, institutions of higher learning as well as banks that provide services to these youths have been suggested. Originality/value Little is known about the effect of excessive use of social media on compulsive online buying and the mechanisms behind it. This study contributes to the literature by testing the mediating role of money attitude in the effect of use of social networking sites on online compulsive buying.

scholarly journals Social Networking Sites Acceptance: The Role of Personal Innovativeness in Information Technology

2018 ◽  
Vol 13 (8) ◽  
pp. 75
Author(s):  
T. R. Wijesundara ◽  
Sun Xixiang
Keyword(s):  
Information Technology ◽  
Social Networking ◽  
Social Networking Sites ◽  
Theoretical Perspective ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Primary Data ◽  
Perceived Ease Of Use ◽  
Personal Innovativeness

Current wave of Social Networking Sites (SNS) has become a part of peoples’ daily lives. This study investigates the role of Personal Innovativeness in Information Technology (PIIT), in acceptance of SNS. The theoretical perspective of Technological Acceptance Model (TAM) and PIIT were used to explain the relationships developed in the study. This research is descriptive in nature and is based on primary data collected through self-administered questionnaires, among a sample of 216 undergraduates in Sri Lanka. Findings reconfirmed the relationships in original TAM, enabling to use TAM in SNS context. Further, PIIT significantly predicts the Perceived Ease of Use (PEOU) of SNS. However, PIIT did not moderate the relationship between Perceived Usefulness (PU) and Intention to Use (IU) SNS. Theoretical and practical implications of these findings and directions for further research are discussed.

scholarly journals Factors Enhancing Employed Job Seekers Intentions to Use Social Networking Sites as a Job Search Tool

2011 ◽  
Vol 7 (2) ◽  
pp. 38-54 ◽  
Author(s):  
Norazah Mohd Suki ◽  
T. Ramayah ◽  
Michelle Kow Pei Ming ◽  
Norbayah Mohd Suki
Keyword(s):  
Social Networking ◽  
Job Search ◽  
Social Networking Sites ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Snowball Sampling ◽  
Job Seekers ◽  
Search Tool

This paper explores the factors of enhancing employed job seekers intention to use social networking sites as a job search tool. 190 survey questionnaires were distributed to employed job seekers who have used social networking sites via the snowball sampling approach. The collected data were analysed using both linear and multiple regression analysis. The results showed that perceived usefulness and perceived enjoyment are positively and significantly related to the behavioural intention to use social networking sites as a job search tool, whereas perceived ease of use is not positively and significantly related. The study implies that the developers of social networking sites need to provide additional useful functionalities or tools in the social networking sites to help users of social networking sites with their job search. The paper provides an insight for employed jobseekers to find employment by using social networking sites as a job search tool.

Factors affecting the frequency and amount of social networking site use: Motivations, perceptions, and privacy concerns

First Monday ◽  
2010 ◽  
Author(s):  
Jiyoung Cha
Keyword(s):  
Social Networking ◽  
Technology Acceptance ◽  
Web Sites ◽  
Social Networking Sites ◽  
Two Dimensions ◽  
Social Networking Site ◽  
Ease Of Use ◽  
Perceived Ease Of Use ◽  
Privacy Concerns ◽  
Site Use

The purpose of this study is to explore the factors that affect the use of social networking Web sites. In doing so, this investigation focuses on two dimensions of social networking site use frequency (i.e., how often people use social networking sites) and amount (i.e., how much time people spend on social networks). Integrating the technology acceptance model with uses and gratification and other consumer characteristics, this study found that interpersonal utility, perceived ease of use, privacy concerns, and age predict the frequency of social networking site use. Interpersonal utility motive, escape motive, and Internet experience explain the time spent on social networking sites.

scholarly journals Use of Social Commerce to Develop Intentions to Buy With Mediating Role of Social Support

2019 ◽  
Vol 5 (1) ◽  
pp. 63-78
Author(s):  
Lutf Ullah ◽  
Rehana Kousar ◽  
Irum Saba ◽  
Allah Bakhsh Khan
Keyword(s):  
Social Support ◽  
Social Media ◽  
Web 2.0 ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Model ◽  
Future Research ◽  
Social Commerce ◽  
Mediating Role ◽  
New Business

Web 2.0 technology and social media have paved a new way for the communication for individuals and for the businesses of e-commerce firms. This technology has opened the opportunities to introduce new business model which incorporates several social aspects of individuals. As Social Networking Sites are gaining more popularity, these have formed the links between internet consumers and it has become a critical way of getting knowledge for individuals. It has introduced social commerce which is joining of three concepts; e-commerce, web 2.0 and social media. E-commerce firms have started to engage their potential consumers on social media websites for the sake of contacting potential consumers and getting feedback on their products and services. Social Commerce is expanding because of its importance in information sharing. However, emotional support is also considered important factor which is comprised of informational and emotional factors that lead to trust and then ultimately, intentions to buy. This proposed structural model was assessed through collecting data from the online buyers of Pakistan through social media. It was found that in order to generate intentions to buy through social networking sites, social support is vital component that should be focused by the online businesses. This paper is concluded with research limitations and some suggestions for future research.

scholarly journals Predicting Individuals’ Usage Intention of Social Commerce

2018 ◽  
Vol 12 (4) ◽  
pp. 204
Author(s):  
Yazn Alshamaila
Keyword(s):  
Social Media ◽  
Technology Acceptance ◽  
Social Networking Sites ◽  
Information Quality ◽  
Empirical Studies ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Media Specialists ◽  
Social Commerce ◽  
Perceived Ease Of Use

Online interactions pave the way for new streams of collaborations and support among connected users of social networking sites, and this collaboration is leveraged for business purposes. The purpose of this paper is to contribute to a growing body of research on social commerce by studying individuals’ behavior from the consumer perspective of information technology innovations. By adopting “social support” and the technology acceptance model as a theoretical base, this study used a web-based questionnaire survey to collect data from 325 users of SNSs in Jordan. The data were then analyzed using Statistical Package for the Social Sciences regression. Jordan was selected because it is a country that has reported high SNS usage compared to other countries. The main factors that were identified as playing a significant role in individual adoption of social commerce were social commerce construct and perceived usefulness. This study did not find enough evidence that perceived ease of use and perceived information quality were a significant determinant of social commerce adoption. These findings have important implications and value for the academia, businesses managers, and social media specialists in terms of formulating better strategies for handling social commerce effects on businesses. For social media specialists, using the research model in this study can assist in increasing their understanding of why some individuals choose to adopt social commerce services. Additionally, business managers may need to improve their interaction with SNS users and develop a better understanding of how consumers use social commerce in the purchasing decision process. Based on our review of the existing scientific literature on social commerce, few empirical studies have been conducted to scientifically evaluate and explain the usage behavior of social commerce in Jordan. This paper contributes to the continuing research in social commerce adoption and diffusion in the individual context.

scholarly journals Factors Enhancing Employed Job Seekers Intentions to Use Social Networking Sites as a Job Search Tool

2013 ◽  
pp. 265-281
Author(s):  
Norazah Mohd Suki ◽  
T. Ramayah ◽  
Michelle Kow Pei Ming ◽  
Norbayah Mohd Suki
Keyword(s):  
Social Networking ◽  
Job Search ◽  
Social Networking Sites ◽  
Ease Of Use ◽  
Perceived Usefulness ◽  
Intention To Use ◽  
Perceived Ease Of Use ◽  
Snowball Sampling ◽  
Job Seekers ◽  
Search Tool

This paper explores the factors of enhancing employed job seekers intention to use social networking sites as a job search tool. 190 survey questionnaires were distributed to employed job seekers who have used social networking sites via the snowball sampling approach. The collected data were analysed using both linear and multiple regression analysis. The results showed that perceived usefulness and perceived enjoyment are positively and significantly related to the behavioural intention to use social networking sites as a job search tool, whereas perceived ease of use is not positively and significantly related. The study implies that the developers of social networking sites need to provide additional useful functionalities or tools in the social networking sites to help users of social networking sites with their job search. The paper provides an insight for employed jobseekers to find employment by using social networking sites as a job search tool.

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