Assessing the influence of motivations and attitude on mobile social networking use

Abstract

Social media have become one of the strongest growing Web 2.0 services worldwide as they are a powerful tool for consumers to recommend products and services. The influence of social networking sites in purchase behaviour and their growing use by consumers justify the need to further study key drivers of users’ behaviour. Although there is now a significant body of literature on the use of social networks from a computer, there is scant literature on their use from mobile devices. As media convergence is a reality nowadays, there is a need to know if consumers behave in the same way when a service is accessed from different platforms. The present work aims to analyse the relationships between motivations, attitude and frequency of mobile social networking.