DOES SOCIAL NETWORK QUALITY DIFFER BETWEEN FACEBOOK AND INSTAGRAM? APPLICATION OF SNSQUAL MODEL

Suzana Markovic (), Sanja Raspor Jankovic () and Matina Gjurasic ()
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Suzana Markovic: University of Rijeka
Sanja Raspor Jankovic: Polytechnic of Rijeka
Matina Gjurasic: Institute for Tourism

Economic Thought and Practice, 2021, vol. 30, issue 2, 493-508

Abstract: Although numerous studies investigated service quality in online environment, the social network quality has been inadequately captured by previous empirical research. Thus, the present study focuses on measuring social network quality. Specifically, it aims to examine potential differences in perceived social network quality between two popular social networks, namely Facebook and Instagram. The empirical data are based on gathering primary data using questionnaire based on SNSQUAL model, developed by Phillips et al. (2016). Descriptive and bivariate statistical analysis were conducted using data collected from undergraduate and graduate students who use social networks on regular bases. The study results show significant differences in 16 out of 27 social network quality items, revealing that Instagram’s social network quality was rated significantly higher than Facebook’s. These findings may contribute to the development of service excellence approach that aims to enhance social networks’ performance.

Keywords: e-service quality; social network quality; SNSQUAL model; measurement; bivariate analysis (search for similar items in EconPapers)
JEL-codes: C10 C80 M15 M31 (search for similar items in EconPapers)
Date: 2021
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DOI: 10.17818/EMIP/2021/2.9

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