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Motivations for Using Social Networking Sites: The Case of Romania

Author

Listed:
  • Andrei, Andreia Gabriela
  • Iosub, Daniela
  • Iacob, Amalasunta

Abstract

Social networking sites (SNS) have been experiencing a growth boom in latter years, consequently drawing marketers’ attention as an important medium for meaningful interaction with the consumer. But achieving brand effectiveness on SNS begins with understanding users’ motivations for online social networking. This paper sought to explore Romanian users’ motivations, and reports findings from a qualitative study consisting of face-to-face in-depth interviews and participant observation. We determine the main differences in motivations for using four major Romanian social networking sites. Implications in terms of brand communication within the context of SNS are also discussed.

Suggested Citation

  • Andrei, Andreia Gabriela & Iosub, Daniela & Iacob, Amalasunta, 2010. "Motivations for Using Social Networking Sites: The Case of Romania," MPRA Paper 61150, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:61150
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    File URL: https://mpra.ub.uni-muenchen.de/61150/1/MPRA_paper_61150.pdf
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    Cited by:

    1. Popescul Daniela & Georgescu Mircea, 2015. "Social Networks Security in Universities: Challenges and Solutions," Scientific Annals of Economics and Business, Sciendo, vol. 62(s1), pages 53-63, October.

    More about this item

    Keywords

    social networks in Romania social networking motivations;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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