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Tuesday, July 28 • 10:31 - 12:00
"The Mutual Influence between Social Network Site Use and Perceived Social Capital"

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Authors: Yu Guo, Yiwei Li and Naoya Ito

Considering the potential mutual influence between social network site (SNS) use and perceived social capital, this study examined how individuals' social ties contributed to their SNS use. Data were collected from a sample of 998 loyal SNSs users. Different from previous research that frequently concentrated on the predicted effect of media use, this study treated SNS use as the outcome of perceived social capital by drawing insights from the social cognitive theory. Results of structural equation modeling demonstrated satisfactory model fit, supporting the role of perceived weak ties in predicting SNS use and highlighting the mediating role of efficacy beliefs in the effect.

Tuesday July 28, 2015 10:31 - 12:00
(8th Floor) TRS 2-166 (Ted Rogers School of Management) 55 Dundas Street West, Toronto, ON M5G 2C3

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