To tweet or not to tweet: A mediation analysis of factocs that predict the use of social network sites

• Main Authors: Angeles, Mayko D.R., Manuel, Lheen C.
• Format: text
• Published: Animo Repository 2011
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10790
• Institution: De La Salle University

This study describes how attitude, emotions, sense of community and social identify of the young adults who engage in Twitter predict and affect their actual use of the said social networking site (SNS). A total of 262 respondents composed the entire sample. Multiple regression and Sobel test were used for data and mediation analysis. Results yielded a significant relationship among attitude and social identity towards the actual use of SNS. However, sense of community did not establish a relationship among the variables and the effect were also not mediated by emotions. The findings of the present study signify that sadness, anger and anxiety of young adults can affect their attitude and social identity towards their actual use of SNS.