Motivations for Social Networking Site Adoption

View Sample PDF

Author(s): Harsha Gangadharbatla (University of Oregon, USA)
Copyright: 2011
Pages: 13
Source title: Handbook of Research on Digital Media and Advertising: User Generated Content Consumption
Source Author(s)/Editor(s): Neal M. Burns (University of Texas, Austin, USA), Terry Daugherty (The University of Akron, USA)and Matthew S. Eastin (University of Texas at Austin, USA)
DOI: 10.4018/978-1-60566-792-8.ch014

Keywords: Accounting and Finance / Business & Management / Business Science Reference / Marketing

Purchase

View on the publisher's website for pricing and purchasing information.

Abstract

Social networking sites (SNSs) are being increasingly used by businesses to add value to companies as well as consumers. Yet, very little is known as to why individuals adopt and use SNS. The current chapter reviews literature on uses and gratification and technology acceptance model (TAM) to propose a framework for SNS adoption. Six main motivational factors are identified from literature and are expected to influence SNS adoption: need to belong, entertainment, communication, information, commercial value, and self-expression. Further, two main barriers to SNS adoption, technology and privacy, are expected to hinder adoption. The proposed theoretical framework is a first step toward understanding SNS adoption and both managerial and theoretical implications are drawn.

The IRMA Community

Research IRM

Motivations for Social Networking Site Adoption

Purchase

Abstract

Related Content

IRMA Sponsors