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The Impact of Social Capital and Time Spent on Facebook on Social Recognition and Attachment
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Author(s): Richard Ladwein (IAE, University of Lille, France)and Mohamed Slim Ben Mimoun (College of Business and Economics, Qatar University, Qatar)
Copyright: 2021
Pages: 13
Source title:
Handbook of Research on IoT, Digital Transformation, and the Future of Global Marketing
Source Author(s)/Editor(s): Hatem El-Gohary (College of Business and Economics, Qatar University, Qatar), David Edwards (Birmingham City University, UK)and Mohamed Slim Ben Mimoun (Qatar University, Qatar)
DOI: 10.4018/978-1-7998-7192-7.ch011
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Abstract
Prior research deals rather extensively with psychological aspects related to social network sites usage. In contrast, the present study focuses on “psychosociological aspects” related to social network site usage, such as attachment to the sites. The present research seeks to determine the impact of the “need for social belonging” on the extent of a user social network and time spent on Facebook, as well as the resultant effects on social recognition and brand attachment. The research model was tested with data from 315 Facebook users using a web survey. The structural equation model in AMOS was used to test the proposed hypotheses. The results highlight the central role of social recognition in explaining attachment to Facebook. They show that the need for social belonging affects the number of friends but not time spent on Facebook. Results indicate that it is the quality of the social ties and activity on Facebook together with a feeling of social recognition that explain attachment to Facebook.
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