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User acceptance of social networking websites in India: Orkut vs. Facebook

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  • Anandan Pillai

Abstract

Social media penetration is revolutionising the business context, next to the internet revolution. Social networking website (SNW), which is a part of social media domain, is gaining prominence among not only individual users but also among marketers present in the emerging economies. Orkut was the first SNW that became popular in India, followed by the recent entry of Facebook in India. This research paper analyses and compares the impact of ease of use, trust and playfulness on the individual user's intention to use these fiercely competing SNWs in India. It was found that perceived playfulness was the key predictor in either cases, and perceived trust was not a significant predictor in case of Facebook while it was significant in case of Orkut.

Suggested Citation

  • Anandan Pillai, 2012. "User acceptance of social networking websites in India: Orkut vs. Facebook," International Journal of Indian Culture and Business Management, Inderscience Enterprises Ltd, vol. 5(4), pages 405-414.
    • Handle: RePEc:ids:ijicbm:v:5:y:2012:i:4:p:405-414
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