Surfing the social networks

This research aims to determine why people use Social Networks
using an adaptation of the UTAUT2 model. The proposed model considers
Subjective Norm, Perceived Playfulness, Perceived Ease of Use, and Perceived
Usefulness as predictors of the Intention to Use. Five social networks were
chosen in order to carry out this research: Facebook, Twitter, Instagram,
WhatsApp, and LinkedIn. Findings shows that social networks are more useful
to serve his or her purposes when more people close to the individual are using
them. Perceived Playfulness proves to be a strong predictor of Intention to Use
Facebook, Instagram, and WhatsApp, all these social networks are used for
leisure purposes. Perceived Usefulness proves to be the most powerful predictor
for Intention to Use in LinkedIn, this social network is mainly used for work
purposes. Finally, both Perceived Playfulness and Perceived Usefulness are
good predictors of Intention to Use Twitter. Implications are discussed.