Factors Driving Social Network Site Usage

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Based on multiple surveys, the present book gives valuable insights into the factors driving Social Network Site usage behavior for both practitioners and academics. By empirically evaluating multiple influence factors, it contributes to the current body of knowledge on Social Network Site usage behavior and provides multiple practical implications for Social Network Site service providers, advertisers, etc. ContentsThe Hedonic and Utilitarian Motivations of Social Network Site UsageThe Influence of Perceived Belonging and Perceived Privacy Risk on Social Network Site UsagePrivacy Protecting Behavior in Social Network SitesDrivers of Sharing and Receiving Usage on Social Network SitesTarget GroupsStudents and researchers in the fields of information systems and marketingExecutives in the fields of information systems and marketingThe Author Claus-Peter H. Ernst is a professor of information systems and business administration in Frankfurt am Main. He obtained his doctorate degree in business administration at the Johannes Gutenberg University Mainz under the supervision of Prof. Dr. Franz Rothlauf.

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