Exploring Critical Factors in Predicting Post-Adoptive Use of Facebook

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Social networking applications (SNAs) have experienced a boom in popularity in recent years. Sites like Facebook and MySpace continuously draw new users, and are successful in organizing groups of users around topics of common interest. Among SNAs, Facebook has demonstrably outgrown its rivals growing an estimated 157 percent from 2008 to 2009. Facebook is now estimated to be the fourth largest Internet site in the world, trailing only Google, Microsoft and Yahoo (Schonfeld 2009). This dissertation posits and tests a theoretical model composed of key factors that contribute to post-adoptive use of social networking applications and the relationship of those ... continued below

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Magro, Michael J. May 2011.

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This dissertation is part of the collection entitled: UNT Theses and Dissertations and was provided by UNT Libraries to Digital Library, a digital repository hosted by the UNT Libraries. It has been viewed 1590 times , with 8 in the last month . More information about this dissertation can be viewed below.

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  • Magro, Michael J.

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Description

Social networking applications (SNAs) have experienced a boom in popularity in recent years. Sites like Facebook and MySpace continuously draw new users, and are successful in organizing groups of users around topics of common interest. Among SNAs, Facebook has demonstrably outgrown its rivals growing an estimated 157 percent from 2008 to 2009. Facebook is now estimated to be the fourth largest Internet site in the world, trailing only Google, Microsoft and Yahoo (Schonfeld 2009). This dissertation posits and tests a theoretical model composed of key factors that contribute to post-adoptive use of social networking applications and the relationship of those factors to one another. This study also identifies and clarifies new constructs that were not previously used to measure usage, and further refines the constructs that were previously used so that they better fit social networking applications. The results of this dissertation show that the critical factors of social capital, hedonic enjoyment, perceived usefulness, social influence, satisfaction and attitude have a positive influence on a post-adoptive user's intention to continue using Facebook. The results of this study yielded a structural model for predicting the post-adoptive use of Facebook. This work also developed an instrument for measuring constructs relevant to social networking applications.

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UNT Theses and Dissertations

Theses and dissertations represent a wealth of scholarly and artistic content created by masters and doctoral students in the degree-seeking process. __Some ETDs in this collection are restricted to use by the UNT community__.

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  • May 2011

Added to The UNT Digital Library

  • Jan. 9, 2012, 9:53 p.m.

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Magro, Michael J. Exploring Critical Factors in Predicting Post-Adoptive Use of Facebook, dissertation, May 2011; Denton, Texas. (digital.library.unt.edu/ark:/67531/metadc68007/: accessed February 25, 2017), University of North Texas Libraries, Digital Library, digital.library.unt.edu; .