Factors Influencing Social Media Adoption and Frequency of Use: An Examination of Facebook, Twitter, Pinterest and Google+

Social media has become an important venue for marketers to reach their audiences. Understanding factors that influence the adoption and frequency of use of social media services can assist marketers in selecting the social media to use and how to best structure their social media content. This research examined factors impacting the adoption and frequency of use of various social media services – Facebook, Twitter, Pinterest, and Google+ – among undergraduate university students 18 to 23 years old. The findings included the positive relationship between frequency of use of social media and its ease of use, enjoyment, and perceived usefulness.

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