Evaluating Facebook success in Iraq: An extension of the DeLone and McLean’s model of information systems success (ISS)

Abstract

With the continuous improvement in Internet and World Wide Web (WWW) technologies, people are increasingly using social network sites (SNS) such as Facebook. SNS has many different implications for individuals, societies, and organizations. Hence, it is important to evaluate the success of such technologies from the users’ point of view. This research represents one of the first empirical evaluations of Facebook success based on an extended Delone and Mclean’s information systems success (ISS) model in Iraq. The proposed model includes eight constructs namely, information quality, system quality, service quality, intrinsic motivation, perceived interaction, Facebook use, user satisfaction, and net benefits. The validity and reliability of the research instrument used to collect the research data was confirmed first. Accordingly, the partial least squares-structural equation modeling technique (PLS-SEM) was performed on data gathered from 369 Facebook users. This method is useful in identifying the association between different variables as well as the prediction ability of independent on dependent constructs. The findings show that nine out of thirteen hypothesized associations were upheld. These outcomes provide significant implications for both practice and theory.