Using Social Influence Processes and Psychological Factors to Measure Pervasive Adoption of Social Networking Sites: Evidence from Pakistan

ABSTRACT

Social networking sites (SNS) have emerged as a popular and convenient tool for connecting with different groups of people on a specific platform. This study examines the effect of social influence processes and psychological factors on the behavior of students’ pervasive adoption of SNS. Data were collected through a survey questionnaire. Partial least square was used for data analysis. Findings reveal that privacy, identification, and internalization ensure significant association with the intention to use SNS, ultimately has a positive effect on the pervasive adoption of SNS and so does gender. However, men were found to be less aware of privacy issues.

KEY WORDS:

• gender
• pervasive adoption
• privacy
• sense of belonging
• social networking sites

Additional information

Funding

This article was supported by National Natural Science Foundation of China (No. 71572156); the program for research in comprehensive model of large data network targeted advertising and communication under background.