Motivations for Using Social Networking Sites: The Case of Romania

Andreia Gabriela Andrei, Daniela Iosub and Amalasunta Iacob

MPRA Paper from University Library of Munich, Germany

Abstract: Social networking sites (SNS) have been experiencing a growth boom in latter years, consequently drawing marketers’ attention as an important medium for meaningful interaction with the consumer. But achieving brand effectiveness on SNS begins with understanding users’ motivations for online social networking. This paper sought to explore Romanian users’ motivations, and reports findings from a qualitative study consisting of face-to-face in-depth interviews and participant observation. We determine the main differences in motivations for using four major Romanian social networking sites. Implications in terms of brand communication within the context of SNS are also discussed.

Keywords: social; networks; in; Romania; social; networking; motivations (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2010-05-13
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Revista Economică 5(52).1(2010): pp. 17-22

Downloads: (external link)
https://mpra.ub.uni-muenchen.de/61150/1/MPRA_paper_61150.pdf original version (application/pdf)

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:pra:mprapa:61150

Access Statistics for this paper

More papers in MPRA Paper from University Library of Munich, Germany Ludwigstraße 33, D-80539 Munich, Germany. Contact information at EDIRC.
Bibliographic data for series maintained by Joachim Winter (winter@lmu.de).