User Perceptions About Self-efficacy, Features and Credibility as Antecedents to Flow on Social Networking Sites

Valerie Barker

Abstract


Increasing engagement with other users and online content is an important goal for digital and social media managers. Through such involvement educators, brands, and organizations seek to achieve desired outcomes. Thus, in the current study, the concept of flow (intense involvement and engagement) is of interest as the focal dependent variable. An online survey (N = 888) was used to measure three potential antecedents to flow: perceptions about self-efficacy, social networking site credibility and site features. The findings indicated that self-efficacy predicted flow for social networking site users when they experienced positive perceptions about site features and credibility. This outcome underscores the value of user-friendly site features, and beliefs about site credibility in facilitating optimal involvement with social networking site content.


Keywords


self efficacy, credibility, site features, flow

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References


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