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Using Social Influence Processes and Psychological Factors to Measure Pervasive Adoption of Social Networking Sites: Evidence from Pakistan

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  • Jiang Yushi
  • Muhammad Hasnain Abbas Naqvi
  • Mishal Hasnain Naqvi

Abstract

Social networking sites (SNS) have emerged as a popular and convenient tool for connecting with different groups of people on a specific platform. This study examines the effect of social influence processes and psychological factors on the behavior of students’ pervasive adoption of SNS. Data were collected through a survey questionnaire. Partial least square was used for data analysis. Findings reveal that privacy, identification, and internalization ensure significant association with the intention to use SNS, ultimately has a positive effect on the pervasive adoption of SNS and so does gender. However, men were found to be less aware of privacy issues.

Suggested Citation

  • Jiang Yushi & Muhammad Hasnain Abbas Naqvi & Mishal Hasnain Naqvi, 2018. "Using Social Influence Processes and Psychological Factors to Measure Pervasive Adoption of Social Networking Sites: Evidence from Pakistan," Emerging Markets Finance and Trade, Taylor & Francis Journals, vol. 54(15), pages 3485-3499, December.
  • Handle: RePEc:mes:emfitr:v:54:y:2018:i:15:p:3485-3499
    DOI: 10.1080/1540496X.2017.1417834
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    Cited by:

    1. Ewa Bogacz-Wojtanowska & Anna Góral & Marek Bugdol, 2019. "The Role of Trust in Sustainable Heritage Management Networks. Case Study of Selected Cultural Routes in Poland," Sustainability, MDPI, vol. 11(10), pages 1-28, May.
    2. Feng Liu & Kwangtae Park & Unjung Whang, 2019. "Organizational Capabilities, Export Growth and Job Creation: An Investigation of Korean SMEs," Sustainability, MDPI, vol. 11(14), pages 1-16, July.
    3. Muhammad Hasnain Abbas Naqvi & Yushi Jiang & Mishal Hasnain Naqvi & Miao Miao & Changyong Liang & Shafaqat Mehmood, 2018. "The Effect of Cultural Heritage Tourism on Tourist Word of Mouth: The Case of Lok Versa Festival, Pakistan," Sustainability, MDPI, vol. 10(7), pages 1-21, July.

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