The Perception of Satisfaction with Virtual Social Networks: A Comparative Analysis

ESIC Market 153 Vol. 47 Issue 1, 2016

13 Pages Posted: 11 Jul 2016

Date Written: January 1, 2016

Abstract

The main aim was to determine the level of satisfaction of users of Facebook, Twitter, and Instagram by comparing the concept of a “virtual social network” with the perception of use by the users from the subjective evaluation of five features.

An empirical study was realized with users of social networks in Latin America by measuring similar features – customization, interactivity, multimedia, privacy, and regulation – which are the features that are the most discussed in the literature. The analysis of the information was conducted with the Hamming distance.

This study presents a new assessment of satisfaction with virtual social networks by taking into account features that had not previously been considered as a group; furthermore, no differences in perceptions by gender or age were found and the virtual social network with the best assessment was identified as Twitter.

Keywords: Internet, behaviour, consumers, social networks

JEL Classification: M31, M37, M39

Suggested Citation

Sánchez Torres, Javier A. and Arroyo Cañada, Francisco Javier, The Perception of Satisfaction with Virtual Social Networks: A Comparative Analysis (January 1, 2016). ESIC Market 153 Vol. 47 Issue 1, 2016, Available at SSRN: https://ssrn.com/abstract=2806884

Francisco Javier Arroyo Cañada

University of Barcelona ( email )

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