The Relationship Between Social Networking Site Factors, Ethnocentrism and Social Solidarity

摘要

This study is done in order to find the ways on how social networking sites (SNS) can unite multiethnic people in Malaysia as the level of community tension index has been increasing since 2011. Social networking sites are chosen as them bring many benefits to the users. This studyalso aims to examine the relationship between SNS factors towards ethnocentrism and social solidarity. This study used the social capital theory as foundations theories for model development. The minimum sample size was determined through G* Power analysis. The study involved 482 respondents,selected through a cluster sampling technique involving three main ethnics in Malaysia. A cross sectional survey and structured questionnaire were used for data collection. All variables were measured through scales previously used by other researchers. Structural Equation Modeling (SEM) underAMOS ver. 20 software was used in the analysis. Results of the SEM indicated that the model fits the data. The findings indicated that two SNS factors namely interaction and intimacy have significantly influenced social solidarity. Moreover, the result showed that two SNS factors which areinteraction and involvement also have significant influence on ethnocentrism.