TY  - JOUR
A1  - Krasnova, Hanna
A1  - Veltri, Natasha F.
A1  - Eling, Nicole
A1  - Buxmann, Peter
T1  - Why men and women continue to use social networking sites
BT  - the role of gender differences
JF  - The journal of strategic information systems : incorporating International Information Systems
N2  - Organizations increasingly use social media and especially social networking sites (SNS) to support their marketing agenda, enhance collaboration, and develop new capabilities. However, the success of SNS initiatives is largely dependent on sustainable user participation. In this study, we argue that the continuance intentions of users may be gender sensitive. To theorize and investigate gender differences in the determinants of continuance intentions, this study draws on the expectation-confirmation model, the uses and gratification theory, as well as the self-construal theory and its extensions. Our survey of 488 users shows that while both men and women are motivated by the ability to self enhance, there are some gender differences. Specifically, while women are mainly driven by relational uses, such as maintaining close ties and getting access to social information on close and distant networks, men base their continuance intentions on their ability to gain information of a general nature. Our research makes several contributions to the discourse in strategic information systems literature concerning the use of social media by individuals and organizations. Theoretically, it expands the understanding of the phenomenon of continuance intentions and specifically the role of the gender differences in its determinants. On a practical level, it delivers insights for SNS providers and marketers into how satisfaction and continuance intentions of male and female SNS users can be differentially promoted. Furthermore, as organizations increasingly rely on corporate social networks to foster collaboration and innovation, our insights deliver initial recommendations on how organizational social media initiatives can be supported with regard to gender-based differences.
KW  - Gender
KW  - Social networking sites
KW  - Facebook
KW  - Continuance intention
KW  - Satisfaction
KW  - Uses and gratifications
KW  - Gendered self-construal
KW  - Relational interdependence
KW  - Collective interdependence
Y1  - 2017
U6  - https://doi.org/10.1016/j.jsis.2017.01.004
SN  - 0963-8687
SN  - 1873-1198
VL  - 26
SP  - 261
EP  - 284
PB  - Elsevier
CY  - Amsterdam
ER  -