AI Summary & Key Takeaways
AI InsightAnother independent variable was Brand & Advertising engagement, which had three factors named as “Brand Community Engagement”, “Brand Community Approach”, and “Ad attitude”.
📌 3 Key Takeaways
Abstract
Online social networks have integrated into the computer mediated communication (CMC) environment in the past few years. Social Networks such as Facebook, Myspace, Bebo and Twitter are web‐based services that allow people to create a public profile, share the connection with other users, and view and traverse their list of connections in common network. The aim of this study is to find factors affecting the amount of time users spent on Facebook. The Facebook was analyzed from the perspective of usage types, brand and advertising engagement. The results revealed that the main Facebook usage factors were “Social networking”, “Writing on wall”, “Entertainment”, “Searching for friends” and “Free time”. Another independent variable was Brand & Advertising engagement, which had three factors named as “Brand Community Engagement”, “Brand Community Approach”, and “Ad attitude”.