Social Networker Antecedents and Behavioral Outcomes

Individual’s willingness to participate in social networks as well as their likelihood to continue to use them, recommend them and join other social networks is based in a certain set of beliefs including (Lennon, Rentfro, & Curran, 2012):

* Ease of use – Does using social networks require effort on the part of the user?

* Usefulness – Do social networks improve the way users complete networking tasks?

* Enjoyment – Are social networks fun, pleasurable, or entertaining?

* Social influence – Does social influence contribute to the use of social networks?

* Drama – Do emotional interactions on social networks affect users?

Source: 

“Exploring relationships between demographic variables and social networking use”

by Ron Lennon, Randall W. Rentfro, Randal and James M. Curran

in Journal of Management & Marketing Research, September 2012, Vol. 11, p1
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