The Use of Social Networking Websites in the International Market: the Example of Facebook From the Perspective of Individual Users

• Autorzy: Małgorzata Bartosik-Purgat

Warianty tytułu

Zastosowanie serwisów społecznościowych na rynku międzynarodowym. Przykład Facebooka z perspektywy indywidualnych użytkowników

• Języki publikacji: EN

Abstrakty

EN

The aim of the article is to identify the areas of using Facebook - one of the most popular social networking website. The analysis has been based on empirical data gathered among individual users in several foreign markets (China, Poland, Spain, Germany, Russia, the United States, Turkey). Empirical quantitative research has been carried out in which paper and electronic inquiry forms (CAWI) have been filled out by the respondents. Four areas of using Facebook by individual users have been distinguished: communication, education, consumer behaviour, and work. The obtained indicators of Spearman rank correlation between the frequency of using Facebook and the distinguished areas are very diversified, both among the studied groups and the areas of use. The results show the peculiarities of particular groups in terms of using Facebook.(original abstract)

Celem artykułu jest identyfikacja obszarów zastosowania jednego z najczęściej wykorzystywanych serwisów społecznościowych, jakim jest Facebook. Analizę wykonano na podstawie danych empirycznych zgromadzonych na kilku rynkach zagranicznych (w Chinach, Polsce, Hiszpanii, Niemczech, Rosji, Stanach Zjednoczonych i Turcji) wśród indywidualnych użytkowników. Badania ilościowe przeprowadzono wśród respondentów z wykorzystaniem papierowej i elektronicznej formy ankiety. Wyróżniono cztery obszary wykorzystania Facebooka przez użytkowników indywidualnych: komunikacja, edukacja, zachowania konsumenckie oraz praca. Otrzymane wskaźniki korelacji Spearmana pomiędzy częstotliwością używania Facebooka a wyróżnionymi obszarami są bardzo zróżnicowane zarówno pomiędzy badanymi grupami, jak i obszarami użytkowania. Rezultaty pokazują specyfikę poszczególnych grup w zakresie korzystania z Facebooka(abstrakt oryginalny)

Słowa kluczowe

EN

Social networking; Social media; International market; Spearman's rank correlation coefficient

PL

Serwisy społecznościowe; Media społecznościowe; Rynki międzynarodowe; Współczynnik korelacji rang Spearmana

• Czasopismo: International Business and Global Economy
• Rocznik: 2016
• Numer: nr 35/2
• Strony: 235--248

Twórcy

autor

Małgorzata Bartosik-Purgat

• Uniwersytet Ekonomiczny w Poznaniu

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Identyfikatory

DOI

10.4467/23539496IB.16.060.5641