An Empirical Study Evaluating Social Networking Continuance and Success |
| |
| Authors: | Aaron M French J P Shim Robert F Otondo Gary T Templeton |
| |
| Affiliation: | 1. University of New Mexico, Albuquerque, NM, USA;2. Georgia State University, Atlanta, GA, USA;3. Mississippi State University, Mississippi State, MS, USA |
| |
| Abstract: | Social networking site (SNS) use decisions have led to major economic and social transformations worldwide. While many organizations seek to use SNSs from a strategic perspective to reach their customer, it is important to understand what makes SNSs successful in order to use them for competitive purposes. The current research evaluates the influence of the social capital theory on SNS success measures. A model was developed and empirically tested using two data samples to ensure valid and reliable results for success of SNSs. The results display the importance of social capital in SNS success followed by practitioner and academic implications. |
| |
| Keywords: | IS Success social networking sites (SNS) social capital continued use intention structural equation modeling (SEM) |
|
|
