PACIS 2020 Proceedings


The booming popularity of social network sites (SNS) is making its mark on individuals as well as organizations. Past literature indicates that there is increased interest in SNS user behavior. However, there is a dearth of peer-reviewed literature attempting to represent SNS user archetypes. This study extends previous research by creating SNS user archetypes based on hedonic and utilitarian usage behaviors and examining the implications for user outcomes. Data was collected from 210 employees of South African firms. Using k-means cluster analysis approach and ANOVA, SNS users we segmented into four (4) quadrants. Each quadrant indicates SNS usage behavior and its implication on job satisfaction and job performance. From a theoretical viewpoint, this study contributes to the discussion around the SNS usage behavior, user archetypes, and the implication for user outcomes. The archetypes can be used by other researchers and practitioners to further refine understanding of SNS usage behavior.

Manuscript-680.pptx (14357 kB)



When commenting on articles, please be friendly, welcoming, respectful and abide by the AIS eLibrary Discussion Thread Code of Conduct posted here.