Book ChapterDOI
Exploring the Relationship Between Perceived Benefits and Social Media Brands Using Discriminant Analysis
Rajendra Nargundkar,Avinash G. Mulky +1 more
- pp 83-91
TLDR
In this paper, a study was conducted to foster a greater understanding of social media users in India, with an emphasis on younger users for their age group, including respondents mostly between twenty and thirty-five years of age.Abstract:
The objective of this study is to foster a greater understanding of social media users in India, with an emphasis on younger users For our age group, we chose respondents mostly between twenty and thirty-five years of age Two of the most-used social media in India today are LinkedIn and Facebook But there are likely to be major differences in the way users perceive them and the benefits they provide Online social networks are deemed to be equally suitable for formal and informal networks Therefore, to find out what differences users perceive among them, user perceptions of one formal and one informal medium were investigated Facebook represents the informal one and LinkedIn the formal one A sample of 156 students at an Indian business school was chosen They rated five characteristics/user benefits of the social medium A statistically significant discriminant model resulted that can distinguish between the perceived benefits of LinkedIn and Facebook Detailed results are in the following tables The discriminant model with LinkedIn/Facebook as the dependent and five independent variables is significantread more
References
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Bowling Alone: The Collapse and Revival of American Community
TL;DR: Putnam as mentioned in this paper showed that changes in work, family structure, age, suburban life, television, computers, women's roles and other factors are isolating Americans from each other in a trend whose reflection can clearly be seen in British society.
Journal ArticleDOI
Consumer acceptance and use of information technology: extending the unified theory of acceptance and use of technology
TL;DR: In this paper, the authors extended the unified theory of acceptance and use of technology (UTAUT) to study acceptance of technology in a consumer context and proposed UTAUT2 incorporating three constructs into UTAAUT: hedonic motivation, price value, and habit.
Posted Content
Consumer Acceptance and Use of Information Technology: Extending the Unified Theory of Acceptance and Use of Technology
TL;DR: In this paper, the authors extended the unified theory of acceptance and use of technology (UTAUT) to study acceptance of technology in a consumer context and proposed UTAUT2 incorporating three constructs into UTAAUT: hedonic motivation, price value, and habit.
Posted Content
Social Media? Get Serious! Understanding the Functional Building Blocks of Social Media
TL;DR: In this article, the authors present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups, and explain the implications that each block can have for how firms should engage with social media.
Journal ArticleDOI
Social media? Get serious! Understanding the functional building blocks of social media
TL;DR: In this article, the authors present a framework that defines social media by using seven functional building blocks: identity, conversations, sharing, presence, relationships, reputation, and groups, and explain the implications that each block can have for how firms should engage with social media.
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