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Mobile users’ engagement intention towards facebook app: A mediation analysis
Dhanya A.D.,
Published in Institute of Advanced Scientific Research, Inc.
Volume: 10
Issue: 3
Pages: 451 - 462
Facebook application is one of the most popular social networking site (SNS) in the world. This app in mobile devices has become a widely used social media tool. Many marketers reach out to their customers through this platform by adopting various marketing strategies. The aim of the research is to examine the engagement motivations influencing users’satisfaction and in turn leading to continuous engagement intention to use Facebook mobile app. The engagement motivations considered for this study arehedonic motivations, customer sociability, technical convenience, attention, and immersion. A conceptual model was developed based on the three-dimensional stage of human attitude (cognition, affection, and conation) to test the hypotheses. An online survey was conducted. 329 responses were considered for data analysis. Data was collected online from Facebook users. Findings indicate that mobile users' engagement motivations influences satisfaction and mobile engagement intention towards Facebook mobile app. © 2018, Institute of Advanced Scientific Research, Inc.. All Rights Reserved.
About the journal
JournalJournal of Advanced Research in Dynamical and Control Systems
PublisherInstitute of Advanced Scientific Research, Inc.
Open AccessNo