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Antecedents and Outcomes of Participation in Social Networking Sites

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Algorithms from and for Nature and Life

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Abstract

This study seeks to understand factors that influence the participation in online social networks and outcomes. The proposed model integrates variables such as identification, satisfaction, degree of influence, usefulness and ease of use into a comprehensive framework. The empirical approach was based on an online survey of 336 young adults in Portugal, undertaken during November/December 2010. Research findings showed that identification, perceived usefulness, interaction preference, and extroversion are the most important factors in order to influence the members’participation. The degree of influence and the identification have an indirect effect on the participation through perceived usefulness. Participation in social networking sites, in turn, is linked to higher levels of loyalty, actual use, and word-of-mouth. The results of this study have implications for researchers and practitioners.

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Authors and Affiliations

  1. Marketing, Operations and General Management Department, ISCTE-IUL business school, Av. Forças Armadas, 1649-026, Lisbon, Portugal

    Sandra Loureiro

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  1. Sandra Loureiro
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Correspondence to Sandra Loureiro .

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Editors and Affiliations

  1. University of Essex Department of Mathematical Sciences, Colchester, United Kingdom

    Berthold Lausen

  2. Ghent University Department of Marketing, Ghent, Belgium

    Dirk Van den Poel

  3. University of Marburg Databionics, FB 12, Marburg, Germany

    Alfred Ultsch

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Loureiro, S. (2013). Antecedents and Outcomes of Participation in Social Networking Sites. In: Lausen, B., Van den Poel, D., Ultsch, A. (eds) Algorithms from and for Nature and Life. Studies in Classification, Data Analysis, and Knowledge Organization. Springer, Cham. https://doi.org/10.1007/978-3-319-00035-0_47

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