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In this article, we draw on Uses and Gratifications Theory (UGT) to identify the dual drivers (positive and negative) of two Facebook usage types: online networking versus brand page usage, and their potential respective effects on regret experience and on Facebook continuous intention. We also investigate the role played by perceived privacy concerns in these two mechanisms. Our findings indicate that exhibitionism, entertainment value and specific functional gratifications; i.e. interpersonal connectivity for social networking and information value for brand page usage; are significant drivers for both usage types. Whereas, regret experienced by users in these two contexts seem to follow divergent paths and affect differently Facebook continuance intention.

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Aug 10th, 12:00 AM

Dual Drivers of Facebook Usage and Regret Experience in Networking versus Brand page Usage

In this article, we draw on Uses and Gratifications Theory (UGT) to identify the dual drivers (positive and negative) of two Facebook usage types: online networking versus brand page usage, and their potential respective effects on regret experience and on Facebook continuous intention. We also investigate the role played by perceived privacy concerns in these two mechanisms. Our findings indicate that exhibitionism, entertainment value and specific functional gratifications; i.e. interpersonal connectivity for social networking and information value for brand page usage; are significant drivers for both usage types. Whereas, regret experienced by users in these two contexts seem to follow divergent paths and affect differently Facebook continuance intention.