Abstract

LORENZO-ROMERO, Carlota; GOMEZ-BORJA, Miguel Ángel  and  ALARCON-DEL-AMO, María del Carmen. Virtual Social Networks: What Does Their Use Depend Upon in Spain?. Innovar [online]. 2011, vol.21, n.41, pp.145-158. ISSN 0121-5051.

The recent appearance of virtual social networks such as Facebook, Tuenti, etc., has revolutionized communication and integration both for individuals as well as companies, making it possible to maintain already existing contacts and/or to form new connections. The main objective of the present work consists in developing a model of causal relations variables that influence or predict the use of virtual social networks through comparison using a Technology Acceptance Model (TAM). To do so, an online survey has been carried out with a panel of virtual social network users at the national level. This research has made it possible to deepen knowledge of the benefits and profits that, with respect to the business world, are to be gained through the use of this type of social tools by users.

Keywords : Virtual Social Networks; Web 2.0; Technology Acceptance Model (TAM); structural equations model.

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