Factors Affecting the Adoption of Social Network: A Study of Facebook Users in Bangladesh
Keywords:
Facebook, Motives, Adoption, Age, Gender, Educational Level, Bangladesh.Abstract
This study is intended to identify the underlying motives of Bangladeshi people’s adoption of social networking sites (SNS) and to determine existing differences in these purposes in terms of their educational level, age and gender. A sample of two hundred students has been selected applying quota sampling. Personal face-to-face interview and electronic survey with structured, close-ended questionnaire having 34 questions placed under nine factors (Involvement, Usefulness, Usage, Trust, Convenience, Openness of Information, Making New Contact, Audience and Acceptability) and rated on five point Likert scale was used. Descriptive statistics, one-way ANOVA and independent sample t-test have been applied for data analysis. Results indicate that, Involvement, Usefulness and Convenience are the three most important and Trust is the least important factor affecting adoption. In terms of educational level and gender there is no significant difference in perception. However, perception regarding Involvement, Usefulness and Convenience differ significantly in terms of age.
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Ahamad, I. (2010) Facebook in Bangladesh [online]. s.n. Available from: http://ibtesham.blogspot.com/2010/09/facebook-in bangladesh.html#!/2010/09/facebook-in-bangladesh.html [accessed 2 April 2014].
Ahmed, S. M. S. U., Hossain, M. M. & Haque, M. M. (2012) Usage of Facebook: Bangladesh Perspective. Social Science Research Network (SSRN).
allin1social.com (2014) Facebook statistics for Bangladesh [online]. s.n. Available from: http://www.allin1social.com/facebook/country_stats/bangladesh [accessed 15 May 2014].
Azam, M. S. (2007) “Internet Adoption and Usage in Bangladesh”. Japanese Journal of Administrative Science, 20 (1), pp.43-54.
Bicen, H. & Cavus, N. (2011) “Social network sites usage habits of undergraduate students: case study of Facebook”. Procedia - Social and Behavioral Sciences, 28 (2011), pp. 943-947.
Boyd, D. (2007) “Social Network Sites: Public, Private, or What?” Knowledge Tree, 13 (May), pp. 1-7.
Brookson, N. (2014) Top 10 Social Networking Sites [online]. Available from: http://www.thinkingit.com.au/blog/top-10-social-networking-sites [accessed 12 March 2014].
Coyle, C. L. and Vaughn, H. (2008) “Social Networking: Communication Revolution or Evolution?” Bell Labs Technical Journal, 13 (2), pp. 13–18.
Das, B. & Sahoo, J. S. (2012) “Social Networking Sites – A Critical Analysis of Its Impact on Personal and Social Life”. International Journal of Business and Social Science, 2 (14), pp. 222-228.
Dinerman, B. (2011) Social networking and security risks. GFI White Paper.
Ellison, N. B., Steinfield, C., & Lampe, C. (2007) “The Benefits of Facebook "Friends:" Social Capital and College Students' Use of Online Social Network Sites”. Journal of Computer-Mediated Communication, 12 (4).
Gangadharbatla, H. (2008) “Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the Igeneration's Attitudes Toward Social Networking Sites”. Journal of Interactive Advertising, 8 (2), pp. 5‐15.
Guzman, M. R., Weitzenkamp, D., Hall, A., Peterson, D., Kok, C. M. & Loke, J. (2011) Social Networking Sites: What They are and How to Navigate Them. The Board of Regents of the University of Nebraska on behalf of the University of Nebraska–Lincoln Extension.
Hall, J., & Cooper, J. (1991) “Gender, experience, and attributions to the computer”. Journal of Educational Computing Research, 7(1), 51-60.
Hargittai, E. & Hsieh, Y. P. (2010) “Predictors and Consequences of Differentiated Practices on Social Network Sites”. Information, Communication & Society, 13 (4), pp. 515-536.
HERI (2007) College Freshmen and Online Social Networking Sites. Higher Education Research Institute. Los Angeles: University of California.
Internet World Stats (2014) Usage and Population Statistics [online]. Miniwatts Marketing Group. Available from: http://www.internetworldstats.com/stats3.htm [accessed 31 March 2014].
Islam, M. A. & Hoq, K. M. G. (2010) “Community Internet Access in Rural Areas: A study on Community Information Centers in Bangladesh”. Malaysian Journal of Library & Information Science, 15 (2), pp.109-124.
Judd, R. G. & Johnston, L. B. (2012) “Ethical Consequences of Using Social Network Sites for Students in Professional Social Work Programs”. Journal of Social Work Values and Ethics, 9 (1), pp. 5-12.
Kallas, P. (2014) Top 10 Social Networking Sites by Market Share of Visits [January 2013] [online]. s.n. Available from: http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-january-2013/ [accessed 12 March 2014].
Khan, S. (2013) “Impact of Social Networking Websites on Students”. Abasyn Journal of Social Sciences, 5(2), pp. 56-77.
Krys (2014) Top 15 Most Popular Social Networking Sites | February 2013 [online]. s.n. Available from: http://the-trident.com/forum/index.php?showtopic=17460 [accessed 12 March 2014].
Livingstone, S., & Helsper, E. (2007) “Gradations in Digital Inclusion: Children, Young People, and the Digital Divide”. New Media and Society, 9, pp. 671-696.
Mansumitrchai, S., Park, C. & Chiu, C. L. (2012) “Factors Underlying the Adoption of Social Network: A Study of Facebook Users in South Korea”. International Journal of Business and Management, 7 (24), pp. 138-153.
Mishra, S., Draus, P. J., Leone, G. J. & Caputo, D. J. (2012) “Exploring Underlying Factors Influencing Daily Usage of Facebook for Undergraduate College Students: A Research Model”. Issues in Information Systems, 13 (1), pp. 350-360.
Moreno, M. A., Jelenchick, L. A., Egan, K. G., Cox, E., Young, H., Gannon, K. E. and Becker, T. (2011) “Feeling Bad on Facebook: Depression Disclosures by College Students on a Social Networking Site”. Depression and Anxiety. 28 (2011), pp. 447–455.
Mossberger, K., Tolbert, C. J., & Stansbury, M. (2003). Virtual inequality: Beyond the digital divide. Washington, D.C.: Georgetown University Press.
Pelgrin, W. F. (2011) “Staying Safe on Social Networking Sites”. Multi-State Information Sharing and Analysis Center Monthly Security Tips Newsletter, 6 (12).
Pempek, T. A., Yermolayeva, Y. A. & Calvert, S. L. (2009) “College Students' Social Networking Experiences on Facebook”. Journal of Applied Developmental Psychology, 30 (2009) 227–238.
Ryan, P. K. (2011a) “Introduction”. In: Social Networking. 1st ed. New York: The Rosen Publishing Group, Inc. pp. 4.
Ryan, P. K. (2011b) “What Are Social Networks?” In: Social Networking. 1st ed. New York: The Rosen Publishing Group, Inc. pp.7-8.
Sharaf, G. M., Musa, M. A. & Rahman, A. A. (2012) “An Examination of Social Networking Sites Usage among Muslims Student in Islamic Perspectives”. International Journal of Engineering and Advanced Technology (IJEAT), 1 (4), pp. 273-278.
Socialbakers (2014) Bangladesh Facebook Statistics [online]. s.n. Available from: http://www.socialbakers.com/facebook-statistics/bangladesh [accessed 15 May 2014].
Stern, L. A. & Taylor, K. (2007) “Social Networking on Facebook”. Journal of the Communication, Speech & Theatre Association of North Dakota, 20 (2007), pp. 9-20.
Tham, J. & Ahmed, N. (2011) “The Usage and Implications of Social Networking Sites: A Survey of College Students”. Journal of Interpersonal, Intercultural and Mass Communication, 2 (1), pp. 1-11.
Top Sites Blog (2014) Top 15 Most Popular Social Networking Sites List [online]. s.n. Available from: http://topsitesblog.com/list-of-social-networking-sites/ [accessed 12 March 2014].
Valenzuela, S., Park, N. & Kee, K. F. (2009) “Is There Social Capital in a Social Network Site? Facebook Use and College Students’ Life Satisfaction, Trust, and Participation”. Journal of Computer-Mediated Communication, 14 (2009), pp. 875–901.
Van D. J. A. G. M. (2005). The Deepening Divide. London: Sage Publications.
Wikipedia (2014) Facebook [online]. s.n. Available from: http://en.wikipedia.org/wiki/Facebook [accessed 12 March 2014].
Willems, J. & Bateman, D. (2011) “The potentials and pitfalls of
social networking sites such as Facebook in higher education contexts”. Proceedings ascilite 2011. Hobart: Poster. pp. 1322-1324.
Yadav, S. (2006) Facebook - The Complete Biography [online]. s.n. Available from: http://mashable.com/2006/08/25/facebook-profile/ [accessed 12 March 2014].
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