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Levels Of Facebook Use: Evidence From Egypt

Author

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  • Abeer A. Mahrous
  • Rania S. Hussein

Abstract

This study aims to explore the factors which discriminate between the use at different levels of the social media in Egypt. Facebook will be the focused of this research, as a particular application of the social media. The study will divide Facebook users on the basis of three groups of factors, namely, Internet experience, psychographics and satisfaction and will relate these factors to three levels of Facebook use: heavy, moderate and light. A sample of 384 users was drawn from the Facebook users in Egypt. Data were analyzed using Structural Equation modelling; the findings indicate that Internet experience, Internet lifestyle and satisfaction are the significant determinants of one’s level of Facebook use.

Suggested Citation

  • Abeer A. Mahrous & Rania S. Hussein, 2012. "Levels Of Facebook Use: Evidence From Egypt," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(3), pages 43-55.
    • Handle: RePEc:ibf:ijmmre:v:5:y:2012:i:3:p:43-55
    as

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    References listed on IDEAS

    as
    1. Assael, Henry, 2005. "A Demographic and Psychographic Profile of Heavy Internet Users and Users by Type of Internet Usage," Journal of Advertising Research, Cambridge University Press, vol. 45(1), pages 93-123, March.
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    3. Phelps, Joseph E. & Lewis, Regina & Mobilio, Lynne & Perry, David & Raman, Niranjan, 2004. "Viral Marketing or Electronic Word-of-Mouth Advertising: Examining Consumer Responses and Motivations to Pass Along Email," Journal of Advertising Research, Cambridge University Press, vol. 44(4), pages 333-348, December.
    4. Cheema, Amar & Papatla, Purushottam, 2010. "Relative importance of online versus offline information for Internet purchases: Product category and Internet experience effects," Journal of Business Research, Elsevier, vol. 63(9-10), pages 979-985, September.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Social Media; Facebook; Segmentation; Level of use; Egypt.;
    All these keywords.

    JEL classification:

    • M - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics

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