Effects Of Social Networking Sites (SNSs) On Hyper Media Computer Mediated Environments (HCMEs)

Abstract

Social Networking Sites (SNSs) are known as tools to interact and build relationships between users/customers in Hyper Media Computer Mediated Environments (HCMEs). This study explored how social networking sites play a significant role in communication between users. While numerous researchers examined the effectiveness of social networking websites, few studies investigated which factors affected customers’ attitudes and behavior toward social networking sites. In this paper, the authors investigated what factors affected overall attitudes toward social networking sites and user satisfaction. This study found that users’ attitudes toward social networking sites significantly affected their e-satisfaction. The findings of the study will contribute to the development of the satisfaction theories by applying them to users’ attitudes toward social networking systems. Further, the study provides implications and offers suggestions to e-businesses dealing with social networking systems.