Factors driving young users' engagement with Facebook: Evidence from Brazil

Oliveira, M.; Huertas, M.; Lin, Z.

doi:10.1016/j.chb.2015.07.038

Factors driving young users' engagement with Facebook: Evidence from Brazil

Oliveira, M.; Huertas, M.; Lin, Z.

Authors

M. Oliveira

M. Huertas

Professor Zhibin Lin zhibin.lin@durham.ac.uk
Professor

Abstract

User engagement has recently been the focus of attention for marketing planners who want to capture the enormous opportunities provided by social media. In this study, we investigate the drivers of social media user engagement by extending an existing model of social media participation by Cheung, Chiu and Lee (2011). We included in the model three social influence factors, five uses and gratifications factors, and one social presence factor. Results from an online survey with a sample of young Facebook users in Brazil (n = 1126) reveal four significant factors, i.e. a) subjective norm b) social identity, c) entertainment value, and d) maintaining interpersonal interconnectivity. Our empirical results also show an improved model fit over the existing model of user participation used by Cheung et al. (2011). This research adds significance to the literature by extending an existing theoretical model to study a new phenomenon in a different cultural context. We also provide practical recommendations for managing brand fan pages on how to foster user engagement with social media.

Citation

Oliveira, M., Huertas, M., & Lin, Z. (2016). Factors driving young users' engagement with Facebook: Evidence from Brazil. Computers in Human Behavior, 54, 54-61. https://doi.org/10.1016/j.chb.2015.07.038

Journal Article Type	Article
Acceptance Date	Jul 19, 2015
Online Publication Date	Aug 11, 2015
Publication Date	Jan 1, 2016
Deposit Date	Nov 10, 2017
Publicly Available Date	Nov 10, 2017
Journal	Computers in Human Behavior
Print ISSN	0747-5632
Publisher	Elsevier
Peer Reviewed	Peer Reviewed
Volume	54
Pages	54-61
DOI	https://doi.org/10.1016/j.chb.2015.07.038
Public URL	https://durham-repository.worktribe.com/output/1371426

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Publisher Licence URL
http://creativecommons.org/licenses/by-nc-nd/4.0/

Copyright Statement
© 2015 This manuscript version is made available under the CC-BY-NC-ND 4.0 license http://creativecommons.org/licenses/by-nc-nd/4.0/