Using Statistical Reasoning Techniques for Measuring Users’ Emotional Connectedness to Facebook and their Attitudes Towards Facebook Advertising

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• 作者：Ahmet Ertugan ; ^{ahmet.ertugan@neu.edu.tr" class="auth_mail" title="E-mail the corresponding author}
• 关键词：Attitudes towards facebook advertising ; emotional connectedness to facebook ; gender ; social networking sites ; university students
• 刊名：Procedia Computer Science
• 出版年：2016
• 出版时间：2016
• 年：2016
• 卷：102
• 期：Complete
• 页码：677-682
• 全文大小：105 K

文摘

In recent years, there has been a growing focus on investigating social networking sites particularly, Facebook through applying statistical reasoning techniques with making meaningful statistical inferences with the combination of information technology. For this purpose, the study examined the relationship between the emotional connectedness to Facebook and the users’ attitudes towards Facebook advertising by employing numerous statistical reasoning techniques. Gender differences were used to moderate the users’ emotional connectedness to Facebook as males and females. Pearson's bivariate correlation and linear regression analyses were conducted on the data obtained from surveying undergraduate students of Near East University. Statistical analyses revealed that there exist significant, strong, positive association between the emotional connectedness to Facebook and the users’ attitudes towards Facebook advertising. In addition this association was found to be significantly stronger for female students than for male students.