Title: User engagement in social media - empirical results from Facebook

Authors: Rupak Rauniar; Greg Rawski; Ronald J. Salazar; Donald Hudson

Addresses: Department of Operations and Supply Chain Management, University of Houston-Downtown, 1 Main Street, Houston, TX 77002, USA ' Department of Management, University of Evansville, 1800 Lincoln Ave., Evansville Indiana 47722, USA ' Department of Decision Sciences and Strategy, University of Houston-Victoria, 3007 N Ben Wilson, Victoria, TX 77901, USA ' Department of Management, University of Evansville, 1800 Lincoln Ave., Evansville Indiana 47722, USA

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.

Keywords: theory of reasoned action; social media; Facebook.

DOI: 10.1504/IJITM.2019.103051

International Journal of Information Technology and Management, 2019 Vol.18 No.4, pp.362 - 388

Available online: 03 Oct 2019 *

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