The motivations of using Facebook by young consumers in Brazil

The motivations of using Facebook

by young consumers in Brazil

University of

South Wales

2013

Cardiff, July 10, 2013

Mauro de Oliveira – Centro Universitário da FEI, São Paulo, Brazil Melby K. Zuniga Huertas - Centro Universitário da FEI, São Paulo, Brazil

Zhibin Lin - Newcastle Business School, Newcastle upon Tyne, UK


SNS has become one of the

biggest phenomena in the

communication and

interaction history.

(Cheung, Chiu & Lee, 2011)

Currently, about 2.5

billion people are

connected.

(Davis, 2013)

So... what is

the purpose of

this article?


Verify the motivations

for using SNS for

young people in

Brazil, specifically

students of secondary

and higher education.


We used the concept of

social influence and

participation of consumers

in virtual networks

(Dholakia, Bagozzi, & Pearo, 2004)

and applied the model of

intentional social action in

SNS, we-intention

(Cheung, Chiu and Lee (2011).



Facebook was chosen for its relevance and

popularity on the world stage. (Nadkarni & Hofmann, 2012; Ong, et al., 2011)


Facebook


In Brazil, Facebook

has about 76 million

active users wich

represents the second

largest number of

Facebook users in the

world.

(SocialBakers, 2013).

A Geração Y 15%

36%

22%

19%

8%

Brazilian Population - Census 2010 – (IBGE)

Generation Z

Generation Y

Generation X

Baby Boomer

Traditionalists


Total: 190.755.799

68 million

Yong Consumers


Brazil has 15.1 million students in high school and

higher education.

Source: Inep/MEC from Brazil

Theoretical References

Authors Idea

Bagozzi & Dholakia

(2002)

We-intention is a commitment of an

individual to participate in a joint action.

Dholakia, Bagozzi, &

Pearo (2004)

Concept of social influence and

participation of consumers in virtual

networks.

Boyd & Ellison (2008) The Social Networking Sites (SNS)

Cheung, Chiu, & Lee

(2011)

Model of intentional social action in SNS,

We-intention.



The theory:

We-Intentions

We-intention is a special kind of

intention where

those involved

intend to perform an

action together

with others:

they intend to

participate.

(Tuomela, 1995)


We-intention is a commitment of

an individual to participate in a

joint action involving an

agreement among the other

participants, whether implicit or

explicit. (Dholakia, Bagozzi, & Pearo, 2004).


The study by Dholakia, Bagozzi, & Pearo (2004)

analyzed the key variables of Social Influence:

Subjective Norm, Group Norms and Social

Identity, for participants in virtual communities.

This concept is most

appropriate for studying

social activities online. (Cheung, Chiu, & Lee, 2011).


H1: A stronger subjective norm leads to

a higher level of we-intention to

participate in an SNS.

H2: Stronger group norms lead to a

higher level of we-intention to participate

in an SNS.

H3: A stronger social identity leads to a

higher level of we-intention to participate

in an SNS.

Hypotheses

Uses and Gratification Theory The main goal of this paradigm is to

explain the reasons for choosing a

communication media

(Cheung, Chiu, & Lee,2011)

and Internet searches.

(Ferguson & Perse, 2000; Flanagin &

Metzger, 2001; Wu, Wang, & Tsai, 2010;

Kim, Sohn, & Choi, 2011; Giannakos &

Chorianopoulos, 2012).



Intentional Value

value in making something

pre-determined

Social Value

value given the approval

of others

Self-Discovery

deepening

Maintaining Interpersonal Connectivity

maintaining friendships and contacts

Entertainment Value

fun interaction with others

Cheung, Chiu, & Lee ( 2011)


H4: The level of purposive value of using SNS

positively affects we-intention to use SNS.

H5: The level of self-discovery of using SNS

positively affects we-intention to use SNS.

H6: The level of maintaining interpersonal

interconnectivity of using SNS positively affects

we-intention to use SNS.

H7: The level of social enhancement of using

SNS positively affects we-intention to use SNS.

H8: The level of entertainment value of using

SNS positively affects we-intention to use SNS.


Social presence is the feeling of being present at a

meeting with another person.

McLellan (1999)


H9: A higher level of social

presence leads to a higher level of

we-intention to participate in

an SNS.

Hypotheses


The Research Model (after Cheung et. al, 2011)

Type Search

Descriptive

Technical Research

Structural Equation Modeling

Data Collection Instrument

Survey - On-line questionnaire

Data Analysis

Partial Least Square (PLS)

Method of Research


Search conducted12th April to 25 May 2012

1,226

20%

5,655

Sample



57.6% 42.4%

21.60 years old

16 - 24 years old

(74% of the sample)

Educational levels:

34.1% high school

58.1% higher education


Outcomes…


The Final Model

The model accounts

for 42% of the variation

in We-intention

to use SNS.


Factors that lead to We-Intention

Conclusions

Facebook users in Brazil have a sense of approval by their friends to join this SNS because they where influenced to find people who are important to them

Younger Brazilian connect in various groups and interacting with them simultaneously.

The results show a public profile more concerned with relational factors in maintaining their ties and entertainment.



Understanding the motivations of using Facebook

is strategic to an organization and avoids the use of

wrong practices and decisions that may harm the

image and relationship with their target audience.

Limitations The motivations of using Facebook by young consumers in Brazil

Concentration only on

Facebook, thus cannot

be generalized to all

SNS.

Audience consisted

mostly of students.

Limitations


1.

Suggestion for future

studies


Future Studies

A longitudinal study

Compare other SNS

Study SMS Habits of

Professionals

Test other models


Any questions?


Thank you for your attention!

Mauro de Oliveira – [email protected]

Melby Karina Z. Huertas – [email protected]

Zhibin Lin - [email protected]


mailto:[email protected]



The motivations of using Facebook by young consumers in Brazil

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