Factors Influencing Social Media Adoption and Frequency of Use: An Examination of Facebook, Twitter, Pinterest and Google+

Sago, Brad
September 2013
International Journal of Business & Commerce;Sep2013, Vol. 3 Issue 1, p1
Academic Journal
Social media has become an important venue for marketers to reach their audiences. Understanding factors that influence the adoption and frequency of use of social media services can assist marketers in selecting the social media to use and how to best structure their social media content. This research examined factors impacting the adoption and frequency of use of various social media services -- Facebook, Twitter, Pinterest, and Google+ -- among undergraduate university students 18 to 23 years old. The findings included the positive relationship between frequency of use of social media and its ease of use, enjoyment, and perceived usefulness.


Related Articles

  • Facebook dominates, but…. Walmsley, Andrew // Marketing (00253650);8/3/2011, p12 

    The article discusses the benefits of social networking site Facebook and tackles the potential of its competitors Twitter and Google.

  • SOCIAL MEDIA -IMAGE SIZE- CHEAT SHEET.  // CoSIDA Digest;Aug2014, p64 

    The article presents the image size of several social media platforms which include Facebook, Google+, and Twitter.

  • Social activity boosts Google rankings.  // PRWeek (London);6/15/2012, p17 

    The article reports on the results of a study conducted by Searchmetrics which show the improvement of ranking of search engine Google because of the social networking sites Facebook and Twitter.

  • Future of Google+ looks uncertain.  // Web User;5/7/2014, Issue 344, p9 

    The article reports on the rumours regarding the uncertain future of social networking site Google+, which never became popular like Facebook and Twitter, focusing on the its impact on Google+ users.

  • From Research to Insights. SCHULTZ, DON E. // Marketing Insights;Spring2013, Vol. 25 Issue 1, p16 

    The article offers the author's insights on how to improve costumer understanding in the marketplace which involves marketing and sales approaches. The author states that these approaches can be recognized through a consumer and marketing research. He mentions that a marketer must be trustworthy...

  • Play it safe or face a social media backlash over privacy. Shields, Ronan // Marketing Week (Online Edition);7/8/2013, p3 

    The author discusses how consumer brands use social media, such as Facebook, Twitter and Google, as online tools, which allegedly creates customized messages for direct marketing. Some consumers say that this behaviour in advertising is invading their private lives that may result in their use...

  • Minimizing information disclosure to third parties in social login platforms. Kontaxis, Georgios; Polychronakis, Michalis; Markatos, Evangelos // International Journal of Information Security;Oct2012, Vol. 11 Issue 5, p321 

    Over the past few years, a large and ever increasing number of Web sites have incorporated one or more social login platforms and have encouraged users to log in with their Facebook, Twitter, Google, or other social networking identities. Research results suggest that more than two million Web...

  • Who can see me? Brown, Joshua // Supply House Times;Oct2012, Vol. 55 Issue 8, p52 

    The author discusses the importance of the Web presence of a plumbing, heating, cooling and piping (PHCP) business. He offers tips on how to improvement the placement of a PHCP business in the search results on Google. He highlights several social networking sites including Facebook, Twitter and...

  • REVISITING SEARCH ENGINE BIAS. Goldman, Eric // William Mitchell Law Review;2011, Vol. 38 Issue 1, p96 

    An essay is presented on the impact of the web resource Google's domination of the search engine market. It highlights major developments to the search engine industry over the past half-dozen years as of 2011 with particular focus on Google. It informs about the internet competition raised due...


Other Topics