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Scale development and validation for usage of social networking sites during COVID-19

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  • Khan, Nawab Ali
  • Azhar, Mohd
  • Rahman, Mohd Nayyer
  • Akhtar, Mohd Junaid

Abstract

This research aims to explore the usage of social networking sites in the midst of the COVID-19 pandemic. To achieve the objective, this study develops and validates a scale to measure the usage of social networking sites. Data was collected via a google form link through social networking sites in India viz. Facebook, Instagram, Twitter, Telegram and WhatsApp. A total of 204 responses were found accurate and useable for the study. The population of the study includes people residing in India. Data was analyzed applying SPSS 20 and AMOS 22.0. To design and validate the scale, both Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA) were used in conjunction with each other. The EFA results indicate a six-factor structure, explaining 73.43% of the cumulative variance, with all the items loading above 0.70. Thus, all the 20 items of six constructs meet this threshold limit. Therefore, this 20-items questionnaire emerges as an effective tool for assessing social networking usage. This study developed and validated the scale of usage of social networking sites to measure the six constructs informativeness, education, entertainment, shopping, socialization and social cause. Social media developers and analysts can use this scale from a technological standpoint to redesign and refine their websites for a better user interface. Since the research is primarily focused on India, extrapolating the results to other countries is difficult.

Suggested Citation

  • Khan, Nawab Ali & Azhar, Mohd & Rahman, Mohd Nayyer & Akhtar, Mohd Junaid, 2022. "Scale development and validation for usage of social networking sites during COVID-19," Technology in Society, Elsevier, vol. 70(C).
    • Handle: RePEc:eee:teinso:v:70:y:2022:i:c:s0160791x22001610
    DOI: 10.1016/j.techsoc.2022.102020
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    References listed on IDEAS

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    1. Mohd Azhar & Rehan Husain & Sheeba Hamid & Mohd Nayyer Rahman, 2023. "Effect of social media marketing on online travel purchase behavior post-COVID-19: mediating role of brand trust and brand loyalty," Future Business Journal, Springer, vol. 9(1), pages 1-13, December.
    2. Mohd Azhar & Sehar Nafees & Sujood & Sheeba Hamid, 2023. "Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)," Future Business Journal, Springer, vol. 9(1), pages 1-17, December.
    3. Mohd Azhar & Ruksar Ali & Sheeba Hamid & Mohd Junaid Akhtar & Mohd Nayyer Rahman, 2022. "Demystifying the effect of social media eWOM on revisit intention post-COVID-19: an extension of theory of planned behavior," Future Business Journal, Springer, vol. 8(1), pages 1-16, December.
    4. Azhar, Mohd & Hamid, Sheeba & Akhtar, Mohd Junaid & Subhan, Mohammad, 2022. "Delineating the Influence of Social Media Use on Sustainable Rural Tourism: An Application of TPB with Place Emotion," Journal of Tourism, Sustainability and Well-being, Cinturs - Research Centre for Tourism, Sustainability and Well-being, University of Algarve, vol. 10(4), pages 292-312.

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