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Positive & Negative Impact of Using Social Networking Sites on Youngsters

In: Social Issues

Submitted By maliha
Words 8098
Pages 33
Int. J. Human-Computer Studies 68 (2010) 719–728 www.elsevier.com/locate/ijhcs Cultural differences, experience with social networks and the nature of
‘‘true commitment’’ in Facebook
Asimina Vasaloua,n, Adam N. Joinsona, Delphine Courvoisierb a School of Management, University of Bath, Bath BA2 7AY, UK
Geneva University Hospitals 6, rue Perret-Gentil, 1211 Geneva 14, Switzerland

b

Received 9 January 2009; received in revised form 3 March 2010; accepted 2 June 2010
Communicated by S. Wiedenbeck
Available online 9 June 2010

Abstract
Formed on an analysis of design practices, the behaviour chain model stipulates that social network designer’s ultimate aim is to encourage users to adopt the social network site by entering a phase of true commitment. During this phase, social network users are driven to connect to known or unknown others by engaging in instrumental uses that create value and content and involve others, while staying active and loyal by investing time in the site. This paper investigates how designer’s intentions, as captured by the behaviour chain model, materialise through users’ reported practices in the social network site Facebook. A total of 423 Facebook users from 5 countries answered a questionnaire that allowed us to examine how 2 user characteristics, experience with the site, and culture, shape the nature of true commitment. Our findings show that experience with the site and even more so, culture, have an effect on users’ motivations for using Facebook, as well as their instrumental uses and the time they invest on the site. This analysis reifies the behaviour chain model by allowing designers to understand how the features they design are embodied in users’ practices.
& 2010 Elsevier Ltd. All rights reserved.
Keywords: Social network sites; Facebook; Behaviour chain model; Experience; Culture; Motivations; Uses...

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