Use of social networking sites for product communication: A comparative study of Hispanics and non-Hispanic whites

作者：

Highlights：

• Information motivation predicts attitudes toward the site in both groups.

• Socializing motivation predicts attitudes toward the site among Hispanics only.

• Entertainment motivation predicts attitudes toward the site among whites only.

• Attitudes toward the site predict use intensity, interactive use and recommendation.

摘要

•Information motivation predicts attitudes toward the site in both groups.•Socializing motivation predicts attitudes toward the site among Hispanics only.•Entertainment motivation predicts attitudes toward the site among whites only.•Attitudes toward the site predict use intensity, interactive use and recommendation.

论文关键词：Social networking sites,Uses & gratifications,Product communication,Hispanic consumers

论文评审过程：Available online 11 March 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.02.051