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Perceived value of social networking sites (SNS) in students' expressive participation in social movements

Borrero, Juan D., Yousafzai, Shumaila ORCID:, Javed, Uzma and Page, Kelly L. 2014. Perceived value of social networking sites (SNS) in students' expressive participation in social movements. Journal of Research in Interactive Marketing 8 (1) , pp. 56-78. 10.1108/JRIM-03-2013-0015

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Purpose – The purpose of this study is to determine the beliefs that influence university students to use social networking sites (SNS) for expressive participation in social movements. Design/methodology/approach – The original technology acceptance model (TAM), a quantitative methodological approach, and a survey were used to collect responses from 214 university students in Spain. Structural equation modelling was used to test the proposed relationships. Findings – Results confirm that the perceived ease of use (PEU) and perceived usefulness (PU) of SNS significantly affect a student's intention to use SNS for expressive social participation in social movements, with use intention significantly affecting actual participation. There was no significant moderating effect of students' gender on these relationships. Originality/value – Although there is much discussion in the popular press about how people use SNS, there is no published empirical research on the determinants that contribute to a person's intention to use and actual use of SNS in the context of social movements. This paper is one of the first studies to investigate young people's perception of the SNS usefulness and ease of the use for participation in social movements.

Item Type: Article
Date Type: Publication
Status: Published
Schools: Business (Including Economics)
Subjects: H Social Sciences > HM Sociology
Publisher: Emerald
ISSN: 2040-7122
Last Modified: 25 Oct 2022 08:41

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