Prethodno priopćenje
https://doi.org/10.17818/EMIP/2021/2.9
DOES SOCIAL NETWORK QUALITY DIFFER BETWEEN FACEBOOK AND INSTAGRAM? APPLICATION OF SNSQUAL MODEL
Suzana Marković
; Faculty of Tourism and Hospitality Management Opatija
Sanja Raspor Janković
; Polytechnic of Rijeka
Matina Gjurašić
orcid.org/0000-0002-0378-9022
; Institute for Tourism
Sažetak
Although numerous studies investigated service quality in online environment, the social network quality has been inadequately captured by previous empirical research. Thus, the present study focuses on measuring social network quality. Specifically, it aims to examine potential differences in perceived social network quality between two popular social networks, namely Facebook and Instagram. The empirical data are based on gathering primary data using questionnaire based on SNSQUAL model, developed by Phillips et al. (2016). Descriptive and bivariate statistical analysis were conducted using data collected from undergraduate and graduate students who use social networks on regular bases. The study results show significant differences in 16 out of 27 social network quality items, revealing that Instagram’s social network quality was rated significantly higher than Facebook’s. These findings may contribute to the development of service excellence approach that aims to enhance social networks’ performance.
Ključne riječi
e-service quality; social network quality; SNSQUAL model; measurement; bivariate analysis
Hrčak ID:
267138
URI
Datum izdavanja:
14.12.2021.
Posjeta: 971 *