Why a few Social Networking Sites Succeed While Many Fail

• The purpose of this research is to study why a few social networking sites (SNSs) succeed, while many others fail. Collecting data from 89 Facebook users reveals that electronic word of mouth (EWOM), ease of use, source credibility, information usefulness, and user participation contribute to the success of SNSs.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Social Networking Site

Online Social Network

Technology Acceptance Model

Source Credibility

User Participation

Företagsekonomi

Business administration

Industriell marknadsföring

Publikations- och innehållstyp

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