Adoption Of Facebook Research Articles

The adoption of Facebook as a virtual class whiteboard: Promoting EFL students’ engagement in language tasks

The adoption of Facebook as a virtual class whiteboard: Promoting EFL students’ engagement in language tasks

Web 2.0. Based Marketing: Adoption of Facebook in Eyewear E-Commerce Industry

Web 2.0. Based Marketing: Adoption of Facebook in Eyewear E-Commerce Industry

Why do millennials use Facebook? Enduring insights

PurposeThis study aims to address the following questions: What is enduring about consumer behavior on social media given that digital and social media (DSM) technologies change rapidly? Why do millennials use social media to the extent they do? The authors’ review revealed that a prevailing theoretical approach that may help answer these questions is inadequate. The technology acceptance model (TAM) from information systems was grafted into marketing to explain consumer technology adoption. TAM predicts Facebook adoption effectively, as demonstrated in the authors’ first study, but does not go beyond that in explaining the why’s behind its use. In a second study, the authors used the means-end approach (MEC) complementarily to unearth the why’s of millennials’ use of Facebook.Design/methodology/approachThe authors used a mixed-methods design combining the structural modeling of TAM with the probing one-on-one interviews and laddering of MEC.FindingsThe authors found that the laddering process both widened and deepened TAM’s scope. It not only confirmed the importance of the TAM attributes, perceived ease of use and perceived usefulness, but it also revealed others, in determining adoption. It was also able to dig deeper from these to uncover a mesh of fundamental values that millennials used Facebook to satisfy, such as belongingness, pleasure, social acceptance and inner harmony, in their quest for inner and relational contentment. The authors also found negative aspects that kept consumers away, such as its lack of privacy and the overwhelming nature of unwanted video in its feed, tying these back to important values.Research limitations/implicationsThe authors build on prior exploratory work relating to DSM use and uncover psychological drivers of consumer behavior on social media, by blending TAM in a consumer context, and the MEC approach. The TAM-MEC framework used here offers a technology-independent template for other DSM research, by focusing on how and why consumers use media socially.Practical implicationsManagerially, the authors discuss the building of sustainable marketing strategy on enduring consumer values rather than on transient attributes or technologies. The authors also discuss potential areas of vulnerability for Facebook, such as its increasing use of video and live content, which creates negative consumer sentiment and which may drive consumers to competitors.Originality/valueBy blending the quantitative TAM and the qualitative MEC, something that has not been done before in marketing, this research provides trustworthy answers to the research questions. In so doing, this study also contributes some cohesion to the fragmented DSM research field, as called for recently in prominent journals, by anchoring DSM study in well-established theories in marketing.

Factors driving the adoption of Facebook in higher education

Social network sites in general, and Facebook in particular, allow users with common interests to meet, share ideas, and collaborate, creating new forms of informal learning. In order to understand...

Demographic Differentials in Facebook Usage around the World

We use data from the Facebook Advertisement Platform to study patterns of demographic disparities in usage of Facebook across countries. We address three main questions: (1) How does Facebook usage differ by age and by gender around the world? (2) How does the size of friendship networks vary by age and by gender? (3) What are the demographic characteristics of specific subgroups of Facebook users? We find that in countries in North America and northern Europe, patterns of Facebook usage differ little between older people and younger adults. In Asian countries, which have high levels of gender inequality, differences in Facebook adoption by gender disappear at older ages, possibly as a result of selectivity. We also observe that across countries, women tend to have larger networks of close friends than men, and that female users who are living away from their hometown are more likely to engage in Facebook use than their male counterparts, regardless of their region and age group. Our findings contextualize recent research on gender gaps in online usage, and offer new insights into some of the nuances of demographic differentials in the adoption and the use of digital technologies.

How Social Media Can Foster Social Innovation in Disadvantaged Rural Communities

Social innovation has received widespread attention in the rural development field, especially its contribution to future rural sustainability. Social innovation revolves around social networks. Rural areas, however, can be relatively disadvantaged by their geographical peripherality. Social media, therefore, has strong potential to foster social innovation by enabling remote communication, but in rural areas, social media use may be low because of an aging and decreasing population. This study examined community-level adoption and use of social media in rural areas in Japan, with a focus on Facebook, for the purpose of sharing community information and facilitating networking with a variety of actors to promote rural social innovation. The study involved a comprehensive search and case studies targeting 139,063 rural communities and 10,922 rural joint-communities, all of which are legally designated agricultural communities throughout Japan. The search found that disadvantaged rural communities’ adoption of Facebook was scarce, and most of the communities that had adopted Facebook did not expand their social networks. Furthermore, investigation into the communities that had adopted social networking to a larger extent revealed that external supporters or migrants had essential roles in successful networking. Based on the obtained findings, this study has provided insights for future policy design.

Exploring the role of Facebook adoption and virtual environment loneliness on knowledge sharing behaviors in a Facebook learning community

Current research aimed to investigate the structural relationships among knowledge sharing behavior, adoption of Facebook and virtual loneliness behavior. The dataset of this study were gathered from Knowledge Sharing Behaviors (KSB) Scale, Facebook Adoption (FA) Scale and Virtual Environment Loneliness (VEL) Scale. Structural equation modelling was used to test the research hypotheses. The structural relationships among KSB, FA and VEL of the virtual community members were examined. It was found that there were moderate and significant relationships in a positive direction among KSB, FA and VEL. The structural model indicated that the increase in the FA and decrease in the VEL levels of the community members improved KSB as well. It was seen that the highest factor load value in KSB scale originated from FA scale. Today, Facebook is one of the most popular social networking sites (SNS) to create virtual communities. In addition, the impact of adoption of Facebook by community members and the feeling of virtual loneliness arising as a result of using Facebook were examined.

An Assessment Of Twitter Effectiveness On Increasing Trust In E-Commerce In Saudi Arabia

Social media has been widely used by businesses and integrated with E-commerce solutions in order to increase two—way interaction between customers and businesses as well as to increase transparency and trust. Twitter and Facebook are two platforms whereby businesses are able to better understand the needs and wants of the customers and as a means for customers to be able to relate better to the businesses. While previous studies have identified factors impacting trust in e-commerce, social commerce has not been considered. Given its prevalence and its use in enhancing customer perceptions about trust, this study aims to explore social media (Twitter and Facebook) adoption by small and medium scale e-businesses in the Kingdom. Using a mixed methods approach, the study analyses to what extent Twitter and Facebook participation has improved trust thereby impacting revenue. The study analyses how customers are able to better relate to the brand because of social commerce integration.

Facebook Adoption in Indian Banks: An Empirical Investigation

In this article, we try to identify the determinants of adoption of social media, in particular Facebook, among the Indian scheduled commercial banks. We have employed the survival analysis technique that studies the conditional probability of adoption of social media over time. The Kaplan–Meier nonparametric survival technique is used to study the nature of social media adoption by the Indian banks. Employing Cox’s proportional hazard (CPH) regression model, we have tried to assess the effect of explanatory variables on the adoption hazard rate, that is, joining Facebook. It appears that private sector banks are keen to join Facebook than public sector banks. The empirical analysis suggests that banks with higher non-interest income, intermediation cost and return on assets are inclined to adopt the technological innovations rapidly. The bank with greater ATM coverage is more likely to join Facebook. Medium/small-sized banks tend to be faster in joining Facebook. Banks with higher non-performing assets (NPAs) are yet to join Facebook. However, the number of branches is not associated with joining Facebook.

Remodeling the educational usage of Facebook in smart-mobile age

Overwhelming popularity of Facebook as a social network site (SNS), especially among students, has shown growing interests of using it as a tool for education in and out of the classroom. However, despite concerted efforts from educationists, Facebook has hitherto unincorporated as a promising pedagogical tool. Influencing factors for such a use has already modeled structurally and validated, yet, the “increasing smart mobile usage to access Facebook” and its interactivity received insufficient attention in those models. Hence, our aim was to extend the existing structural model for two factors, namely mobility and interactivity. The structural equation modeling was applied to identify factors including mobility and its interactivity that may stimulate students to adopt Facebook for educational purposes. Online survey data were gathered from a sample of 510 undergraduate students using a structured and adapted questionnaire. Results of the present study revealed that in the extended model educational usage of Facebook was significantly related to its purpose and less significant to its adoption. Mobility was a significant factor in predicting the adoption in the extended model, even more than the social influence, while interactivity is significantly affecting the educational usage of Facebook. The extended model reconfirms the purpose of using Facebook is mainly for social relations. Similarly, community identification is the most significant factor for Facebook adoption and mobility seems to be further improving it. In conclusion, incorporating mobility and interactivity into the already existing model can better explain the pedagogical use of Facebook in the smart mobile age.

Modelling Facebook usage for collaborative learning in higher education

PurposeSocial networking sites (SNSs), especially Facebook, have made deep inroads in the teaching-learning process worldwide. The purpose of this paper is to understand the key factors which influence a students’ intention to use Facebook for academic usage.Design/methodology/approachA web-based questionnaire survey was administered among 218 students enrolled in higher education programme of universities/institutions in National Capital Territory of Delhi. The relationship among the proposed variable were tested through structural equation modelling and neural network (NN) approach. SEM is used to identify and validate the factors significant to influence the intention to use Facebook among students. To further find which of the factors are more influential, factors NN with tenfold cross-validation was used to identify the factors which are more influential among the ones proposed in this study.FindingsThe results suggested that the proposed framework has a good fit and the five relationships hypothesized were found to be significant; thus, establishing that the antecedent factors have a positive influence on the intention of users (student) to actively use Facebook as an academic medium for collaborative learning.Originality/valueThis study establishes that the antecedent factors identified in the course of this study have a positive influence on the intention to use Facebook for higher academics and collaborative learning by the students. This paper suggests and supports the adoption and usage of Facebook as a learning tool for higher academics.

The Benefit of Being Second: An Event Study of Social Media Adoption

New technologies are continually being introduced and changing how firms interact with their customers. Because of this rapid rate of change, one of the most fundamental questions a firm faces is deciding whether, and when, to adopt a new technology. This is even more challenging for public social media technologies (e.g., Facebook) that can be adopted by all competitors in a marketplace. Our study uses event study analysis to investigate the impact on firm value of adopting two social media technologies: Facebook and Twitter. We find increased value following the adoption of both Facebook and Twitter, but not all firms experienced an increase in value. Interestingly, it was the second wave of adopters (i.e., those that quickly followed the initial adopters) that benefited more than first movers or later adopters. This study sheds light on strategies for companies considering if (and when) they should invest in new social media technologies and other technologies of the same form -direct-to-consumer technologies and apps offered by a third party that are open to all competitors.

Predicting the Adoption of Social Media: An Integrated Model and Empirical Study on Facebook Usage

Predicting the Adoption of Social Media: An Integrated Model and Empirical Study on Facebook Usage

Taiwanese Smallholder Farmers’ Perceptions and Barriers to Adopting Facebook

Social media is an effective tool used in extension services and mass/distance education. Facebook is a successful social network site for information gathering and sharing. Facebook's penetration rate is higher in Taiwan than in any other Asian country. The purpose of this study was to determine the influences of selected factors on the adoption of Facebook by Taiwanese smallholder farmers. The study examined smallholder farmers’ perceptions of Facebook according to Rogers’ (2003) characteristics of an innovation and smallholder farmers’ perceptions of potential barriers to adopting Facebook. Three hundred and fifty one smallholder farmers participated in the survey research. Respondents were asked to rate their perceptions of Facebook and potential barriers to adopting Facebook: relative advantages, compatibility, complexity, trialability, observability, financial concerns, concerns about time, concerns about incentives, planning issues, and technology concerns. Respondents held positive perceptions of compatibility, complexity, observability, relative advantage, and trialability as characteristics of Facebook. Respondents neither agree nor disagree with respect to technology concerns, financial concerns, concerns about time, planning issues, and concern about incentives for the adoption of Facebook. Future research should focus on perceptions of potential barriers by smallholder farmers who were in early and middle stages of the innovation-decision process. This may help extension services understand better the barriers that slow down the speed of Facebook adoption by smallholder farmers.

Questioning the role of Facebook in maintaining Syrian social capital during the Syrian crisis

The Syrian crisis is considered the ‘world’s single largest crisis for almost a quarter of a century that has the biggest refugee population from a single conflict in a generation’ (UN High Commissioner for Refugees, 2016). The rapid adoption of Facebook among Syrians questions whether it helps in maintaining the social capital of a war-torn nation and a dispersed Syrian population worldwide. Data was collected by means of a Facebook survey from 964 Syrian users. Results indicated that Facebook enhanced social identity and social capital through facilitating communication, collaboration and resource sharing among dispersed Syrians inside and outside the country. However, the offline rift of the nation was extended to Facebook through promoting hate speech among opposed parties. Results of this study may advance the understanding of the role of Facebook on social capital in countries going through similar crisis situations.

Is your church “liked” on Facebook? Social media use of Christian congregations in the United States

Despite the increasing interests in social media platforms among religious congregations, little is known about the patterns of these organizations' social media use. This study examines religious congregations' adoption of Facebook, using the data from the 2012 National Congregations Study. The results show that Christian congregations' involvement in nonreligious activities, both social service and political activities, predicts their Facebook adoption. Congregations' membership size and staff resources are also positively associated with their Facebook use. Other organizational characteristics, including religious tradition, clergyperson's age, and urban location, also explain congregations' Facebook use. Overall, the findings suggest that Christian congregations' adoption of social media platforms is closely related with their community outreach and social marketing activities as well as their resources. This study concludes with suggestions for narrowing the gap in social media use between resource‐rich and resource‐restricted congregations, as well as between urban and rural congregations.

E-government services and social media adoption: Experience of small local governments in Nebraska state

Considering that social media as new tools complement existing e-government services, it is necessary to understand what types of e-government services better fit with different social media tools. The roles of e-government services in the adoption of social media in government are understudied and little is known about social media use in small local governments. This research addresses these research gaps by exploring the relationship between different types of e-government service and social media adoption by small local governments. It also explores how these small local governments use social media. Drawing from e-government and social media literature, it offers hypotheses by focusing on the relationship between e-government service characteristics and the adoption of Facebook and Twitter in the context of small local government. Using original survey and census data of local governments in Nebraska, it finds that transaction services are associated with the adoption of Facebook while information services are related to the adoption of Twitter.

Technological Review of Higher Education Student Engagement Enhancement Using the Facebook Social Networking Site (SNS)

Can the use of social networking sites, such as Facebook, help engage with the ‘hard to reach’ students within the Higher Education learning environment? The vast majority of Generation Z students are actively engaged with social networking on a daily basis. This suggests the idea, from a pedagogical stance, that social networking may be an effective tool for engaging with students, given its evident widespread use. Considering the use of Facebook presents a range of advantages and challenges in its integration into the classroom and wider student learning experience. The adoption of Facebook is largely positive, if conducted with careful consideration of a range of underlying concepts. This piece presents the author’s views, following a variety of research he has undertaken since 2012 into the use of social networking within the learning environment.

Mídias sociais em tempos de bibliotecas 2.0: um estudo em Bibliotecas das instituições federais de ensino brasileiras trazendo perspectivas futuras para a preservação digital

O presente estudo apresenta o estado da arte da sociabilidade online das Bibliotecas Universitárias das Instituições Federais de Ensino (IFES) brasileiras destacando a importância da preservação digital no âmbito destes recursos interativos digitais, ou seja, a Web 2.0. Pretende-se discorrer sobre os principais desafios no tocante à participação social na Web por parte das bibliotecas, bem como as transformações em relação à atuação destas instituições, especialmente as relações com seu público. A pesquisa realizou um levantamento de caráter quantitativo acerca do uso, por parte das bibliotecas das IFES brasileiras, dos principais recursos interativos digitais. O levantamento buscou identificar o caráter da interação social, grau de envolvimento e participação destas bibliotecas em plataformas interativas digitais. Tal investigação se faz necessária como embasamento à urgente necessidade de sensibilização destas instituições brasileiras quanto à preservação digital, não somente dos seus acervos, mas também dos relevantes registros das relações estabelecidas entre estas e seu público por meio de ferramentas Web 2.0. Os resultados demonstram que a maioria das universidades públicas utilizam ferramentas da Web 2.0 com enfoque social, sendo a maior adoção do Facebook (43%) e do Twitter (29%), porém apenas 5% delas usa esse meio de comunicação para fazer divulgação dos acervos. Dessa forma, o uso de mídias sociais pelas bibliotecas das universidades públicas tem ainda muito a se desenvolver.Palavras-chave: Biblioteca 2.0. Instituições Federais de Ensino Superior (IFES). Web Social. Preservação Digital.Link: http://periodicos.sbu.unicamp.br/ojs/index.php/rdbci/article/view/8646312/pdf

‘Show me the money and the party!’ – variation in Facebook and Twitter adoption by politicians

ABSTRACTOur study explores the adoption of Facebook and Twitter by candidates in the 2013 German Federal elections. Utilizing data from the German Longitudinal Election Study candidate survey fused with data gathered on the Twitter and Facebook use of candidates, we draw a clear distinction between Facebook and Twitter. We show that adoption of both channels is primarily driven by two factors: party and money. But the impact of each plays out differently for Facebook and Twitter. While the influence of money is homogenous for Facebook and Twitter with the more resources candidates have, the more likely they are to adopt, the effect is stronger for Facebook. Conversely, a party’s impact on adoption is heterogeneous across channels, a pattern we suggest is driven by the different audiences Facebook and Twitter attract. We also find candidates’ personality traits only correlate with Twitter adoption, but their impact is minimal. Our findings demonstrate that social media adoption by politicians is far from homogenous, and that there is a need to differentiate social media channels from one another when exploring motivations for their use.