An Individual-Level Examination of the Antecedents and Consequences of Social Media Use

摘要

The tremendous increase in the use of social media over the last few years has generated immense interest in the phenomenon in both research and practice. This necessitated the investigation of the antecedents as well as consequences of social media use, and the moderating effects of consumer demographic variables (age and gender). A quantitative approach is adopted in critically examining the individual level factors that influence social media use and their consequences drawing from the social presence theory (SPT). In light of this, the following research questions are addressed: 1. What are the relative effects of individual level antecedents on social media use and their consequences? 2. Do personal demographic variables moderate the relationships between the antecedents and social media use?