Factors driving young users' engagement with Facebook: Evidence from Brazil

de Oliveira, Mauro José, Huertas, Melby Karina Zuniga and Lin, Zhibin (2016) Factors driving young users' engagement with Facebook: Evidence from Brazil. Computers in Human Behavior, 54. pp. 54-61. ISSN 0747-5632

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Official URL: http://dx.doi.org/10.1016/j.chb.2015.07.038

Abstract

User engagement has recently been the focus of attention for marketing planners who want to capture the enormous opportunities provided by social media. In this study, we investigate the drivers of social media user engagement by extending an existing model of social media participation by Cheung, Chiu and Lee (2011). We included in the model three social influence factors, five uses and gratifications factors, and one social presence factor. Results from an online survey with a sample of young Facebook users in Brazil (n = 1126) reveal four significant factors, i.e. a) subjective norm b) social identity, c) entertainment value, and d) maintaining interpersonal interconnectivity. Our empirical results also show an improved model fit over the existing model of user participation used by Cheung et al. (2011). This research adds significance to the literature by extending an existing theoretical model to study a new phenomenon in a different cultural context. We also provide practical recommendations for managing brand fan pages on how to foster user engagement with social media.

Item Type: Article
Additional Information: Published online first 11-8-2015
Uncontrolled Keywords: social networking sites (SNS), social media, uses and gratification
Subjects: G400 Computer Science
G500 Information Systems
Department: Faculties > Business and Law > Newcastle Business School > Business and Management
Depositing User: Ay Okpokam
Date Deposited: 25 Aug 2015 08:23
Last Modified: 09 Mar 2016 13:02
URI: http://nrl.northumbria.ac.uk/id/eprint/23600

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