Participating in the conversation: Exploring usage of social media networking sites

Abstract

The use of social networks has risen dramatically over the last few years as users have reached out to friends, new acquaintances and businesses through this new means of communication. If firms are to successfully utilize social networks as a channel through which they reach their customers, they must fully understand the reasons that these customers choose to use social networks. Using the relationship between attitude and behavioral intentions established in the Theory of Reasoned Action and applied to technology use by the Technology Acceptance Model, this research examines constructs that influence consumer attitudes toward social networks and their intentions to use, continue using, and recommend social networks. The findings indicate that the level of enjoyment derived from using social networks is the strongest positive influence and that the drama associated with behaviors of others on the social network can be the strongest negative influence. These findings also show that the constructs of ease of use and usefulness made popular by the Technology Acceptance Model play no significant role influencing user attitudes or intentions with regard to social networks. © 2011 by the DreamCatchers Group, LLC, Arden NC, USA.