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Author
Bartosik-Purgat Małgorzata (Uniwersytet Ekonomiczny w Poznaniu)
Title
The Use of Social Networking Websites in the International Market: the Example of Facebook From the Perspective of Individual Users
Zastosowanie serwisów społecznościowych na rynku międzynarodowym. Przykład Facebooka z perspektywy indywidualnych użytkowników
Source
International Business and Global Economy, 2016, nr 35/2, s. 235-248, bibliogr. 26 poz.
Biznes Międzynarodowy w Gospodarce Globalnej
Keyword
Serwisy społecznościowe, Media społecznościowe, Rynki międzynarodowe, Współczynnik korelacji rang Spearmana
Social networking, Social media, International market, Spearman's rank correlation coefficient
Note
summ., streszcz.
Abstract
Celem artykułu jest identyfikacja obszarów zastosowania jednego z najczęściej wykorzystywanych serwisów społecznościowych, jakim jest Facebook. Analizę wykonano na podstawie danych empirycznych zgromadzonych na kilku rynkach zagranicznych (w Chinach, Polsce, Hiszpanii, Niemczech, Rosji, Stanach Zjednoczonych i Turcji) wśród indywidualnych użytkowników. Badania ilościowe przeprowadzono wśród respondentów z wykorzystaniem papierowej i elektronicznej formy ankiety. Wyróżniono cztery obszary wykorzystania Facebooka przez użytkowników indywidualnych: komunikacja, edukacja, zachowania konsumenckie oraz praca. Otrzymane wskaźniki korelacji Spearmana pomiędzy częstotliwością używania Facebooka a wyróżnionymi obszarami są bardzo zróżnicowane zarówno pomiędzy badanymi grupami, jak i obszarami użytkowania. Rezultaty pokazują specyfikę poszczególnych grup w zakresie korzystania z Facebooka(abstrakt oryginalny)

The aim of the article is to identify the areas of using Facebook - one of the most popular social networking website. The analysis has been based on empirical data gathered among individual users in several foreign markets (China, Poland, Spain, Germany, Russia, the United States, Turkey). Empirical quantitative research has been carried out in which paper and electronic inquiry forms (CAWI) have been filled out by the respondents. Four areas of using Facebook by individual users have been distinguished: communication, education, consumer behaviour, and work. The obtained indicators of Spearman rank correlation between the frequency of using Facebook and the distinguished areas are very diversified, both among the studied groups and the areas of use. The results show the peculiarities of particular groups in terms of using Facebook.(original abstract)
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Bibliography
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ISSN
2300-6102
Language
eng
URI / DOI
http://dx.doi.org/10.4467/23539496IB.16.060.5641
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