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Jurgis Kruglikovs

on 21 April 2014

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Research methodology
Data collection
Primary research data collection

March 27th 2013 until April 15th 2013

Online questionnaire from secondary sources

Convenience sample in combination with snowball sample

573 questionnaires
Facebook vs. Twitter and personality predictors of Social media usage
Future research
Research Problem
The purpose is to investigate what is the intention to use Facebook and/or Twitter.
Intention to use again
Szymanski & Hise, 2000
Castaneda et. al., 2009
Sanchez-Franco & Roldan, 2004
Hausman & Siekpe, 2009
Ease of use
Need for cognition
Cause of use
Statistical analysis

Descriptive statistics
Factor analysis
Regression analysis
In all cases KMO ratios were >0.7 or close to 0.7
Six factors
need for cognition
cause of use
Multiple theoretical regression model

Topic of project
The Internet and social networking services (SNS) in recent years have become essential part in our lives.

The number of users in social networking is growing.

So it is important to know why people prefer them
Theoretical background
Saw et. al. (2012) --> educational purposes
David and Li, (2011) --> Sociability and status
Keenan and Shiri, (2009) --> Social intentions
Research Model
Bansal et. al., 2004
Mithas et. al., 2007
Agarwal & Venkatesh, 2002
Srinivasan et. al., 2002
Mithas et. al., 2007
Tarafdar & Zhang, 2007
Srinivasan et. al., 2002
Gross & Acquisti, 2005
Hugos et. al., 2011
Qiu et. al., 2012
Hughes et. al., 2012
Butt & Phillips, 2008
Hughes et. al., 2012
70% female
Three universities
<200 respondents in Greece and Latvia
Why do we use Facebook and/or Twitter?
questionnaire (At, LV, GR)
statistical analysis
The results
Austrians & Greeks use less Twitter
Latvians use Twitter more
Casteneda, J.A., Munoz, F. and Luque, T. (2009), “Web acceptance model: moderating effects of user experience”, Information & Management, 44 (1), 384-96.
Chen, G., (2011) “Tweet this: A uses and gratifications perspective on how active Twitter use gratifies a need to connect with others”, Computers in Human Behavior, 27, 755–762.
Chiang, O., (2011), “Twitter hits nearly 200M accounts, 110M tweets per day, focuses on global expansion”. Forbes. Available online at http://www.forbes.com/sites/oliverchiang/2011/01/19/twitter-hits-nearly-200m-users-110m-tweets-per-day-focuses-on-global-expansion/, accessed 26/2/2013
Churchill. G.A. (1999), Marketing research: methodological foundations (7th edition), Dryden Press.
Cooper, D.R. and Schindler, P.S. (2006), Business Research Methods (9th Ed.), Boston: McGraw-Hill.
Correa, T., Hinsley, A. W., de Zúñiga, H. G. (2010), “Who interacts on the Web? The intersection of users’ personality and social media use”, Computers in Human Behavior, 26, 247–253.
Costa, P. T., and McCrae, R. R., (1992) “NEO PI-R professional manual, Odessa, Florida”, Psychological Assessment Resources.
Daft, R. and Lengel, R., (1986), “Organizational information requirements, media richness, and structural design”, Management Science, 32(5), 554-71.
573 respondents
Austria 264 (73 males, 191 females)
Greece 157 (60 males, 97 females)
Latvia 152 (48 males, 104 females)
Thank you for your attention and see you next year!
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