Using the PAD (Pleasure, Arousal, and Dominance) Model to Explain Facebook Attitudes and Use Intentions

Mark Hall, Kevin Elliott, Juan (Gloria) Meng


This study examines the power of the PAD (pleasure, arousal, and dominance) model in explaining user attitudes toward the Facebook experience and intentions with regard to its continued use. The findings suggest that the PAD model does in fact explain a significant amount of the variation in attitudes toward Facebook use. Dominance has a direct and positive impact on both arousal and pleasure. Arousal also has a direct and positive impact on pleasure. Pleasure positively impacts attitudes toward Facebook use which in turn positively affects future use intentions with regard to Facebook. The implications of these relationships are discussed and suggestions for future research are provided.


Facebook; Social Media; PAD

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