The use of social networking websites in the international market: The example of Facebook from the perspective of individual users
The use of social networking websites in the international market: The example of Facebook from the perspective of individual users

Summary/Abstract: The aim of the article is to identify the areas of using Facebook – one of the most popular social networking websites. The analysis has been based on empirical data gathered among individualn users in several foreign markets (China, Poland, Spain, Germany, Russia, the United States, Turkey). Empirical quantitative research has been carried out in which paper and electronic inquiry forms (CAWI) have been filled out by the respondents. Four areas of using Facebook by individualn users have been distinguished: communication, education, consumer behaviour, and work. The obtained indicators of Spearman rank correlation between the frequency of using Facebook and the distinguished areas are very diversified, both among the studied groups and the areas of use. The results show the peculiarities of particular groups in terms of using Facebook.

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