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dc.contributor.advisorRodgers, Shelly (Shelly Lannette), 1965-eng
dc.contributor.authorKrisanic, Karaeng
dc.date.issued2008eng
dc.date.submitted2008 Falleng
dc.descriptionThe entire thesis text is included in the research.pdf file; the official abstract appears in the short.pdf file; a non-technical public abstract appears in the public.pdf file.eng
dc.descriptionTitle from PDF of title page (University of Missouri--Columbia, viewed on September 25, 2009).eng
dc.descriptionThesis advisor: Dr. Shelly Rodgers.eng
dc.descriptionM.A. University of Missouri--Columbia 2008.eng
dc.description.abstractThis paper applied the uses and gratifications theory to the social networking site, Facebook, in an effort to examine the predictive power of consumers' motivations with regards to site use and behaviors towards advertisements on the site. Consumers online impression management behaviors are discussed in detail, and are considered a possible motivation for site use. An online survey measured study participants' (N=288) intensity of Facebook use, their motivations for using the site, and their behavioral intentions toward approaching and avoiding advertisements on the site. A total of nine consumer motivations for using Facebook were extracted from a principal components factor analysis and were labeled information, entertainment, discussion, connect, shop, game, update, product inquiry, and impression management. The Facebook use variable was regressed on the nine motivation variables in a multiple regression analysis, which revealed that the motivations labeled connect and entertainment were predictors of Facebook use. Both the approach and avoidance behavioral intention variables were also regressed on the nine motivation variables. The motivations labeled shop and product inquiry were both positive predictors of approach behavior, and both negative predictors of avoidance behaviors towards advertisements on Facebook. The motivation labeled impression management was not a significant predictor of Facebook use or behavior intentions towards advertisements on the site as literature suggested. Additional research on consumer impression management behavior on social networking sites is suggested. Implications of study findings for online advertisers and Web site managers are discussed.eng
dc.description.bibrefIncludes bibliographical referenceseng
dc.identifier.merlinb71336771eng
dc.identifier.oclc439770478eng
dc.identifier.urihttps://doi.org/10.32469/10355/5772eng
dc.identifier.urihttps://hdl.handle.net/10355/5772
dc.languageEnglisheng
dc.publisherUniversity of Missouri--Columbiaeng
dc.relation.ispartofcommunityUniversity of Missouri-Columbia. Graduate School. Theses and Dissertations. Theses. 2008 Theseseng
dc.rightsOpenAccess.eng
dc.rights.licenseThis work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivs 3.0 License.
dc.subject.lcshFacebook (Electronic resource)eng
dc.subject.lcshOnline social networkseng
dc.subject.lcshConsumers -- Social networkseng
dc.titleMotivations and impression management : predictors of social networking site use and user behavioreng
dc.typeThesiseng
thesis.degree.disciplineJournalism (MU)eng
thesis.degree.grantorUniversity of Missouri--Columbiaeng
thesis.degree.levelMasterseng
thesis.degree.nameM.A.eng


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