Continuance Intention and Personal Use of Social Media – Research Paper Example

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The paper “ Continuance Intention and Personal Use of Social Media” is an outstanding example of a research paper on information technology. Social networking sites (SNSs) influence different behaviors by users of these online platforms, some leading to their continued use and others to their abandonment. The purpose of this research is to propose that Facebook user behavior, demographics of the user, psychology, social networking, and technology acceptance influence the continuance intention of Facebook. Data collected from 61 Facebook users were used to test the proposed model. The variable constructs together with their indices were used to analyze the data and draw conclusions.

The findings revealed that the continuance intention of Facebook was high with the male respondents and increased invariably with the number of friends in social media. On average most of the respondents agreed that social inclusion, introversion, privacy, utility, and satisfaction all contributed to their continued use of Facebook. Self – esteem, social anxiety, and narcissism did not, however, have a great influence on continued use. Keywords: continuance intention, Facebook user behavior, demographics of the user, psychology, social networking, technology acceptance, social networking sites. User interaction serves to be the primary reasoning of Facebook and other social networking sites.

Consequently, users utilize networking websites for social communication, entertainment, and commercial purposes. Continuance Intention (CI) refers to the continuous convenience of an information system such as Facebook to users. Thus, the convenience of the Facebook information system forms Facebook Continuance Intention among system users. The review aims to further examination of the motive that drives people to continuance the use of Facebook`s network. Firstly, this literature review discusses Facebook Continuance Intention. In the second part, the review analyses the driving forces behind the use of Facebook concerning user logins, and the demographic influence on the utility of the social networking site.

This writing also examines the role of psychology in Facebook Continuance Intention (FCI). Finally, the Review considers social networking and technology acceptance about Facebook. Literature ReviewSocial networking websites are internet services that permit individuals to create a semi-public or public profile in a bounded system. The sites also allow individuals to interact extensively with other users that they share a common network.

Furthermore, social networking sites enable users to traverse the connection list of other users to enhance their communication networks within the information system. In a social network, the consumer initiates contact with other users to share common information. In essence, social Websites create a world wide web to create a global community (Quinton & Harridge-March, 2010). Therefore, the individuals can share information regarding common interests, ideas, and activities by logging into the systems multiple times in a day. Therefore, instead of upholding the existing social connections among users, social networking sites also enable users to find more online friends that share mutual interests. Direct messaging services and the posting of information was the primary method of communication among the users of social sites.

The inclusion of voice services in some of the social networking sites has also played a pivotal role in attaining instant feedback whenever users communicate with one another. It is also evident that users also use SNS as a marketing and business tool to create awareness of their products and services besides providing links to online sites. Therefore, the media use social sites as promotional tools whereas firms and other organizations use SNS as a marketing tool.

As a marketing tool, SNS enables businesses to obtain consumer feedback about a particular product or service. Among the existing social networking sites, it is evident that Facebook boasts of the highest number of users (Praveena & Thomas 2014). The developers of Facebook targeted to establish an online platform that could ascertain the constant connection of friends. The situation is different currently as users use Facebook for distinct purposes that surpass the original purpose.

References

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Duggan, M & Brenner, J 2013, ‘The demographics of social media users, 2012’, Vol. 14, Washington, DC: Pew Research Center's Internet & American Life Project.

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Lampe, C., Ellison, N. B., & Steinfield, C. (2008, November). Changes in the use and perception of Facebook. In Proceedings of the 2008 ACM conference on Computer supported cooperative work (pp. 721-730). ACM.

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Praveena, K & Thomas, S 2014, ‘Continuance Intention to Use Facebook: A Study of Perceived Enjoyment and TAM’, Bonfring International Journal of Industrial Engineering and Management Science, vol. 4, no. 1, pp. 24-29.

Quinton, S & Harridge-March, S 2010, ‘Relationships in online communities: the potential for marketers’, Journal of Research in Interactive Marketing, vol.4, no.1, pp.59-73.

Sheldon, P. (2008). Student favorite: Facebook and motives for its use.Southwestern Mass Communication Journal, 23(2), 39-53.

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