Use of social media: empirical comparison between Europe And Middle East

Detalhes bibliográficos
Autor(a) principal: Ceyrat, Maria Teresa de Lancastre e Tavora
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/20653
Resumo: Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
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spelling Use of social media: empirical comparison between Europe And Middle EastSocial MediaEuropeMiddle EastUTAUT2Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing IntelligenceSocial media as an amazing active and fast-moving domain, is playing an important role shaping our lives. The purpose of this research is to understand the drivers of social media use in the West and Arab world. Societies are incessantly changing through social media, which is helping spreading the creation, modification and discussion of multiple contents. Yet, different cultures might present dissimilar behaviours towards this vehicle of communication for diverse reasons such as, among others, their access to technology and contents, or cultural influence. Studies about social media use combining two cultures are scarce conducing us to an undiscovered research field to explore. We developed the contents of knowledge on social media use by proposing an innovative comparison between Europe and Middle East, which integrates Venkatesh´s extended unified theory of acceptance and use of technology (UTAUT2). An online questionnaire was created to collect data from users within both cultures. Structural equation modelling (SEM) was used to analyse the outcome. The results revealed a significant disparity on what triggers social media behaviour in those two different regions. At the time that performance expectancy influences on the European side, the effort expectancy was found to be the most predominant trigger into use of social media in the Middle East, by affecting behaviour intention. The results underline the importance of social media nowadays and enriches the knowledge of the subject into different cultures. The present study contributes with new insights into factors that might be determinant regarding acceptance and use behaviour and continues on the discussion on why and how people engage in social media, independently on nation or culture.Oliveira, Tiago André Gonçalves Félix deRUNCeyrat, Maria Teresa de Lancastre e Tavora2017-05-12T17:06:19Z2017-05-032017-05-03T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/20653TID:201690500enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T04:05:43Zoai:run.unl.pt:10362/20653Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:26:23.320549Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Use of social media: empirical comparison between Europe And Middle East
title Use of social media: empirical comparison between Europe And Middle East
spellingShingle Use of social media: empirical comparison between Europe And Middle East
Ceyrat, Maria Teresa de Lancastre e Tavora
Social Media
Europe
Middle East
UTAUT2
title_short Use of social media: empirical comparison between Europe And Middle East
title_full Use of social media: empirical comparison between Europe And Middle East
title_fullStr Use of social media: empirical comparison between Europe And Middle East
title_full_unstemmed Use of social media: empirical comparison between Europe And Middle East
title_sort Use of social media: empirical comparison between Europe And Middle East
author Ceyrat, Maria Teresa de Lancastre e Tavora
author_facet Ceyrat, Maria Teresa de Lancastre e Tavora
author_role author
dc.contributor.none.fl_str_mv Oliveira, Tiago André Gonçalves Félix de
RUN
dc.contributor.author.fl_str_mv Ceyrat, Maria Teresa de Lancastre e Tavora
dc.subject.por.fl_str_mv Social Media
Europe
Middle East
UTAUT2
topic Social Media
Europe
Middle East
UTAUT2
description Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
publishDate 2017
dc.date.none.fl_str_mv 2017-05-12T17:06:19Z
2017-05-03
2017-05-03T00:00:00Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/20653
TID:201690500
url http://hdl.handle.net/10362/20653
identifier_str_mv TID:201690500
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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