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Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain

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dc.contributor.author Ruiz Mafé, Carla
dc.contributor.author Sanz Blas, Silvia
dc.contributor.author Martí Parreño, José
dc.date.accessioned 2015-06-24T12:27:12Z
dc.date.available 2015-06-24T12:27:12Z
dc.date.issued 2013
dc.identifier.citation Ruiz-Mafé, C., Sanz-Blas, S., & Martí-Parreño, J. (2013). Web 2.0 goes mobile: motivations and barriers of mobile social networks use in Spain. In N. Azab (Ed.),Cases on Web 2.0 in Developing Countries: Studies on Implementation, Application, and Use (pp. 109-146). Hershey, PA: Information Science Reference. spa
dc.identifier.isbn 9781466625150
dc.identifier.isbn 1466625155
dc.identifier.isbn 9781466625167
dc.identifier.uri http://hdl.handle.net/11268/4105
dc.description.abstract Mobile social networking sites have become one of the fastest growing Web 2.0 services worldwide both in developing and developed countries and have a major interest for the information systems research community. This chapter aims to give managers and students insight into the mobile social networking industry and the different drivers and barriers to mobile social networking sites adoption. The chapter’s specific goals are to: (i) Identify consumer segments more likely to adopt mobile social networking services; (ii) Analyze the perceived benefits and barriers that encourage/discourage the adoption of mobile social networking services; (iii) Provide empirical research on the Spanish market that analyses the influence of uses and gratifications in attitude and usage behavior of mobile social networks; (iv) Provide future trends on the mobile social networking services industry and use the study’s findings to develop strategies for managers of developing countries on how to maximize the rate of mobile social networking adoption. The chapter is divided into three parts. In the first section, the authors include the literature review on key drivers of consumer adoption of mobile social networks and present a conceptual model, focusing on the rationale of the constructs used. In the second part, methodology design using a sample of 220 Spanish teenagers is presented and validated. Finally, the results are presented and implications for developing countries are discussed. spa
dc.language.iso eng spa
dc.title Web 2.0 Goes Mobile: Motivations and Barriers of Mobile Social Networks Use in Spain spa
dc.type bookPart spa
dc.description.impact No data (2013) spa
dc.identifier.doi 10.4018/978-1-4666-2515-0.ch005
dc.rights.accessRights openAccess spa
dc.subject.uem Redes sociales spa
dc.subject.unesco Internet spa
dc.subject.unesco Medios sociales spa
dc.description.filiation UEM spa
dc.peerreviewed Si spa


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