Academy of Marketing Conference, Cardiff, Wales. Verify the motivations for using SNS for young people in Brazil, specifically students of secondary and higher education.

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. The motivations of using Facebook by young consumers in Brazil

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. So... what is
the purpose of
this article?
The motivations of using Facebook by young consumers in Brazil

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. 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. 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. The motivations of using Facebook by young consumers in Brazil
Facebook

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. 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. 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. 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. The motivations of using Facebook by young consumers in Brazil
The theory:
We-Intentions

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. 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. 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. 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. 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. 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. 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. 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. The motivations of using Facebook by young consumers in Brazil
The Research Model (after Cheung et. al, 2011)

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. 1,226
20%
5,655
Sample
The motivations of using Facebook by young consumers in Brazil

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. The motivations of using Facebook by young consumers in Brazil
Outcomes…

27. The motivations of using Facebook by young consumers in Brazil

28. The motivations of using Facebook by young consumers in Brazil

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. The motivations of using Facebook by young consumers in Brazil
Factors that lead to We-Intention

31. The motivations of using Facebook by young consumers in Brazil
Factors that lead to We-Intention

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. 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. Limitations
The motivations of using Facebook by young consumers in Brazil

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. Suggestion for future
studies
The motivations of using Facebook by young consumers in Brazil

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. Any questions?
The motivations of using Facebook by young consumers in Brazil

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