Структуриране на времето и възприемане на общуването във виртуалните социални мрежи: качествен анализ на случаи
Time structuring and communication experiencing in the social networks: Quality case analysis

Summary/Abstract: The popularity of social networking sites is challenging to all other forms of mediated communication and also to real social networking and face-to-face communication. Hence, we are bound to focus on the characteristics of both sought and obtained benefits (personal, social, professional) to e-consumers from their visits to virtual communities. In this article we discuss results of a qualitative case study on how users of Facebook perceive virtual communication with regard to allocation of their activities, i.e. time scheduling in the social network. Whether and how do frequency, duration and purpose of users’ visits to the social network determine their understanding of online social networking, and vice versa? The answer provides an opportunity to typologize e-consumers’ understandings of virtual communication in Facebook with regard to time scheduling in the social network.

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