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User engagement in social media - empirical results from Facebook

Author

Listed:
  • Rupak Rauniar
  • Greg Rawski
  • Ronald J. Salazar
  • Donald Hudson

Abstract

Theory building and better understanding of user engagement behaviour are fundamental to developing future approaches and effective organisational deployment of social media technologies. Based on the theory of reasoned action (TRA), predictors of intention to engage on social media sites were empirically examined with 389 users of Facebook - the most popular online social media site. Our results suggest that perceived value, social presence, interactivity, and trustworthiness are positively related to the user's attitude towards social media. The research model shows promise for use by managers and organisations to predict and understand the usage of social media in a target population.

Suggested Citation

  • Rupak Rauniar & Greg Rawski & Ronald J. Salazar & Donald Hudson, 2019. "User engagement in social media - empirical results from Facebook," International Journal of Information Technology and Management, Inderscience Enterprises Ltd, vol. 18(4), pages 362-388.
    • Handle: RePEc:ids:ijitma:v:18:y:2019:i:4:p:362-388
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