Loading...
Please wait, while we are loading the content...
Similar Documents
Why participate in an online social network: an empirical analysis.
| Content Provider | CiteSeerX |
|---|---|
| Author | Hanna, Krasnova |
| Abstract | Despite their enormous success the motivation behind user participation in Online Social Networks is still little understood. This study explores a variety of possible incentives and provides an empirical evaluation of their subjective relevance. The analysis is based on survey data from 129 test subjects. Using Structural Equation Modeling, we identified that the satisfaction of the needs for belongingness and the esteem needs through self-presentation together with peer pressure are the main drivers of participation. The analysis of a sub-sample of active users pointed out the satisfaction of the cognitive needs as an additional participation determinant. Based on these findings, recommendations for online social network providers are made. |
| File Format | |
| Access Restriction | Open |
| Subject Keyword | Empirical Analysis Participate Online Social Network Test Subject Online Social Network Provider Structural Equation Modeling Little Understood Survey Data Cognitive Need Subjective Relevance Active User Additional Participation Determinant Main Driver Online Social Network Peer Pressure User Participation Possible Incentive Empirical Evaluation Enormous Success |
| Content Type | Text |
