User engagement in social media - empirical results from Facebook

Rupak Rauniar, Greg Rawski, Ronald J. Salazar and Donald Hudson

International Journal of Information Technology and Management, 2019, vol. 18, issue 4, 362-388

Abstract: Theory building and better understanding of user engagement behaviour are fundamental to developing future approaches and effective organisational deployment of social media technologies. Based on the theory of reasoned action (TRA), predictors of intention to engage on social media sites were empirically examined with 389 users of Facebook - the most popular online social media site. Our results suggest that perceived value, social presence, interactivity, and trustworthiness are positively related to the user's attitude towards social media. The research model shows promise for use by managers and organisations to predict and understand the usage of social media in a target population.

Keywords: theory of reasoned action; social media; Facebook. (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations:

Downloads: (external link)
http://www.inderscience.com/link.php?id=103051 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ids:ijitma:v:18:y:2019:i:4:p:362-388

Access Statistics for this article

More articles in International Journal of Information Technology and Management from Inderscience Enterprises Ltd
Bibliographic data for series maintained by Sarah Parker ().