The motivations of using Facebook by young consumers in Brazil

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Academy of Marketing Conference, Cardiff, Wales.

Verify the motivations for using SNS for young people in
Brazil, specifically students of secondary and higher education.

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The motivations of using Facebook by young consumers in Brazil

  1. 1. 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
  2. 2. The motivations of using Facebook by young consumers in Brazil
  3. 3. The motivations of using Facebook by young consumers in Brazil 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)
  4. 4. So... what is the purpose of this article? The motivations of using Facebook by young consumers in Brazil
  5. 5. Verify the motivations for using SNS for young people in Brazil, specifically students of secondary and higher education. The motivations of using Facebook by young consumers in Brazil
  6. 6. 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). The motivations of using Facebook by young consumers in Brazil
  7. 7. The motivations of using Facebook by young consumers in Brazil Facebook was chosen for its relevance and popularity on the world stage. (Nadkarni & Hofmann, 2012; Ong, et al., 2011)
  8. 8. The motivations of using Facebook by young consumers in Brazil Facebook
  9. 9. The motivations of using Facebook by young consumers in Brazil In Brazil, Facebook has about 76 million active users wich represents the second largest number of Facebook users in the world. (SocialBakers, 2013).
  10. 10. A Geração Y15% 36% 22% 19% 8% Brazilian Population - Census 2010 – (IBGE) Generation Z Generation Y Generation X Baby Boomer Traditionalists The motivations of using Facebook by young consumers in Brazil Total: 190.755.799 68 million Yong Consumers
  11. 11. The motivations of using Facebook by young consumers in Brazil Brazil has 15.1 million students in high school and higher education. Source: Inep/MEC from Brazi
  12. 12. 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 motivations of using Facebook by young consumers in Brazil
  13. 13. The motivations of using Facebook by young consumers in Brazil The theory: We-Intentions
  14. 14. 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) The motivations of using Facebook by young consumers in Brazil 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).
  15. 15. The motivations of using Facebook by young consumers in Brazil 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).
  16. 16. The motivations of using Facebook by young consumers in Brazil 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
  17. 17. 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). The motivations of using Facebook by young consumers in Brazil
  18. 18. The motivations of using Facebook by young consumers in Brazil 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)
  19. 19. The motivations of using Facebook by young consumers in Brazil 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.
  20. 20. The motivations of using Facebook by young consumers in Brazil Social presence is the feeling of being present at a meeting with another person. McLellan (1999)
  21. 21. The motivations of using Facebook by young consumers in Brazil H9: A higher level of social presence leads to a higher level of we-intention to participate in an SNS. Hypotheses
  22. 22. The motivations of using Facebook by young consumers in Brazil The Research Model (after Cheung et. al, 2011)
  23. 23. Type Search Descriptive Technical Research Structural Equation Modeling Data Collection Instrument Survey - On-line questionnaire Data Analysis Partial Least Square (PLS) Method of Research The motivations of using Facebook by young consumers in Brazil Search conducted12th April to 25 May 2012
  24. 24. 1,226 20% 5,655 Sample The motivations of using Facebook by young consumers in Brazil
  25. 25. The motivations of using Facebook by young consumers in Brazil 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
  26. 26. The motivations of using Facebook by young consumers in Brazil Outcomes…
  27. 27. The motivations of using Facebook by young consumers in Brazil
  28. 28. The motivations of using Facebook by young consumers in Brazil
  29. 29. The motivations of using Facebook by young consumers in Brazil The Final Model The model accounts for 42% of the variation in We-intention to use SNS.
  30. 30. The motivations of using Facebook by young consumers in Brazil Factors that lead to We-Intention
  31. 31. The motivations of using Facebook by young consumers in Brazil Factors that lead to We-Intention
  32. 32. 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. The motivations of using Facebook by young consumers in Brazil
  33. 33. The motivations of using Facebook by young consumers in Brazil 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.
  34. 34. Limitations The motivations of using Facebook by young consumers in Brazil
  35. 35.  Concentration only on Facebook, thus cannot be generalized to all SNS.  Audience consisted mostly of students. Limitations The motivations of using Facebook by young consumers in Brazil 1.
  36. 36. Suggestion for future studies The motivations of using Facebook by young consumers in Brazil
  37. 37. Future Studies A longitudinal study Compare other SNS Study SMS Habits of Professionals Test other models The motivations of using Facebook by young consumers in Brazil
  38. 38. Any questions? The motivations of using Facebook by young consumers in Brazil
  39. 39. Thank you for your attention! Mauro de Oliveira – maurojornalista@gmail.com Melby Karina Z. Huertas – mhuertas@fei.edu.br Zhibin Lin - zhibin.lin@northumbria.ac.uk The motivations of using Facebook by young consumers in Brazil

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