Facebook Me: Collective Self-Esteem, Need to Belong, and Internet Self-Efficacy as Predictors of the Igeneration’s Attitudes Toward Social Networking Sites
Abstract
Within the user-generated content sites, the role and growth of social networking sites has been undeniably overwhelming. Social networking sites (SNS) generate millions of dollars in revenue and advertising, yet little is known about why college students join and participate in these sites, which allow users to create their own content or space. This study adopts survey methodology to investigate the influence of college students’ level of Internet self-efficacy, need to belong, need for cognition, and collective self-esteem on their attitude toward SNS. Internet self-efficacy, need to belong, and collective self-esteem all have positive effects on attitudes toward SNS. Furthermore, attitude toward SNS mediates the relationship between willingness to join SNS and (1) Internet self-efficacy and (2) need to belong, and the mediation is only partial between willingness to join and collective self-esteem. The author also draws managerial implications.
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Individuals with higher need to belong may spend more time on SNSs and develop addictive tendencies.
“Hence, individuals with such higher need to belong may spend more time on SNSs and develop addictive tendencies (Gangadharbatla, 2008;Ledbetter et al., 2011;Pelling & White, 2009).”
From Till logout do us part? Comparison of factors predicting excessive social network sites use and addiction between Singaporean adolescents and adults (2017) · cites this paper as Gangadharbatla, 2008
The need to belong can be fulfilled partially by using SNSs platforms.
“The need to belong can be fulfilled partially by using SNSs platforms (Gangadharbatla, 2008).”
From Till logout do us part? Comparison of factors predicting excessive social network sites use and addiction between Singaporean adolescents and adults (2017) · cites this paper as Gangadharbatla, 2008
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- Authors
- Gangadharbatla, H.
- Affiliations
- Texas Tech University (US)
- Corresponding author
- Gangadharbatla, Harsha
- Venue
- Journal of Interactive Advertising
- Publisher
- Informa UK Limited
- Published
- 2008-03
- Volume
- 8
- Issue
- 2
- Pages
- 5-15
- ISSN
- 1525-2019 (ISSN-L)
- OpenAlex
- W2321610723
- Cited by
- 495
- References
- 42
- Citations by year
- 2026: 5 · 2025: 7 · 2024: 9 · 2023: 13 · 2022: 23 · 2021: 30 · 2020: 28 · 2019: 25 · 2018: 40 · 2017: 30 · 2016: 49 · 2015: 65 · 2014: 43 · 2013: 46 · 2012: 34
- FWCI
- 35.77
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Interactive Advertising (publishedVersion)
- Topics
- Social Sciences › Decision Sciences › Information Systems and Management › Technology Adoption and User Behaviour
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Physical Sciences › Computer Science › Computer Networks and Communications › Media and Digital Communication
- Keywords
- social networking sites, university students, internet self-efficacy, need to belong, need for cognition, collective self-esteem, attitudes toward social media, user-generated content, mediating effect
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