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Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges

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  • Sanjeev Verma

Abstract

Social networking sites have transformed interaction and collaboration pattern. Communication and engagement on social networking sites is a social phenomenon that depends on mutual interest and enthusiasm of users. Recognizing the importance of social fabrics of social networking sites, this study aims to identify possibilities of using social networking sites for intentional social action. Using unified theory of acceptance and use of technology, empirical study is conducted on youth to identify determinants and challenges of using social networking sites for intentional social actions. Factor-level study using structural equation modelling showed that effort expectancy, social influence and facilitating condition have significant impact on intentional social action. Implications and scope for future studies are provided for further extension of this study.

Suggested Citation

  • Sanjeev Verma, 2015. "Harnessing the Benefit of Social Networking Sites for Intentional Social Action: Determinants and Challenges," Vision, , vol. 19(2), pages 104-111, June.
    • Handle: RePEc:sae:vision:v:19:y:2015:i:2:p:104-111
    DOI: 10.1177/0972262915575447
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