Contributions To Understanding Portuguese Facebook Consumers’ Behavior: Sociodemographics, Lifestyle And Life Satisfaction

• Autor(a) principal: Araújo, Patrícia
• Data de Publicação: 2018
• Outros Autores: Fernandes, Rosina, Martins, Emília, Mendes, Francisco
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.19/5407
• topic: Facebook; consumer behavior; sociodemographics; lifestyle; life satisfaction

Facebook (FB), founded in 2004, is the most popular social networking site with more than 751 million users. Nevertheless, its relationship to lifestyle and satisfaction has only recently begun to be investigated. To analyze FB users’ routines and understand its relationship with sociodemographic variables, such as lifestyle and satisfaction with life, a non-experimental study was undertaken. An online survey conducted between March and May 2016, integrated 23 questions about Facebook use. Detailed sociodemographic and lifestyle questions were also included as well as the Satisfaction with Life Scale. From the 136 individuals who participated, 82% were women, 64% were single, 76% were childless, 68% were employed and 40% had completed postgraduate studies. Descriptive and inferential analysis were performed using SPSS-24. Participants reported spending 1.79 hours/day on Facebook with unemployed participants spending more time than others. Single/divorced participants had more Facebook-friends and those who were childless accessed FB more times/day, in contrast to the older participants. FB use contributed to well-being more in men compared to women. Positive correlations were found between entries per day and perception that it causes work-related and social problems, in participants who showed higher motivation to close their FB account and less life satisfaction. Social media has become part of our lives in ways not yet well explored. Therefore, it is imperative to undertake research to uncover the positive and negative impacts of FB.