LEVELS OF FACEBOOK USE: EVIDENCE FROM EGYPT

Abeer A. Mahrous and Rania S. Hussein

International Journal of Management and Marketing Research, 2012, vol. 5, issue 3, 43-55

Abstract: This study aims to explore the factors which discriminate between the use at different levels of the social media in Egypt. Facebook will be the focused of this research, as a particular application of the social media. The study will divide Facebook users on the basis of three groups of factors, namely, Internet experience, psychographics and satisfaction and will relate these factors to three levels of Facebook use: heavy, moderate and light. A sample of 384 users was drawn from the Facebook users in Egypt. Data were analyzed using Structural Equation modelling; the findings indicate that Internet experience, Internet lifestyle and satisfaction are the significant determinants of one’s level of Facebook use.

Keywords: Social Media; Facebook; Segmentation; Level of use; Egypt. (search for similar items in EconPapers)
JEL-codes: M (search for similar items in EconPapers)
Date: 2012
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