Intensity of SNS Use as a Predictor of Online Social Capital and the Moderating Role of SNS Platforms: An Empirical Study Using Partial Least Squares Structural Equation Modelling

Abstract

This study firstly aims to understand how social networking site usage results in online social capital formation, considering two different types of social networking sites (SNS)—LinkedIn and Facebook. It further aims to investigate if the process varies among different social networking sites or remains uniform. This study also validates two prominent scales, namely the Facebook Intensity Scale (FIS) and the Internet Social Capital Scale (ISCS). A structured questionnaire was administered through various social media platforms resulting in a total of 329 valid responses (167 LinkedIn users and 162 Facebook users). Applying the partial least squares method of structural equation modelling, it was found that social networking site use results in the formation of both online-bonding and online-bridging social capital for both types of SNS. Further, moderation analysis results show that the type of SNS platform does not affect the relationship between SNS intensity and online social capital. This implies that users’ social capitals are dependent on how they use an SNS. These findings have both practical and academic implications. They provide new insights into the usage, intensity, and online social capital that should be beneficial for commercial purposes. In terms of academic contribution, this research contributes to the scarce studies that have considered SNSs other than Facebook and also compared two SNSs. It further confirms the social capital theory in the field of online networking.

Impact of embedded AI mobile smart speech recognition on consumer attitudes towards AI and purchase intention across Generations X and Y

“…As mentioned by Hoda et al (2023) and Ringle et al (2023), the moderator must be numbered 0 and 1 to conduct moderation analysis in Smart PLS 4 when the moderator is a EJMS 29,1 binary categorical one. Accordingly, the two generations were numbered as follows: 0 5 Gen X and 1 5 Gen Y.…”

“…Accordingly, the two generations were numbered as follows: 0 5 Gen X and 1 5 Gen Y. The process of moderation in Smart PLS 4 requires the moderating variable to be connected directly to the path between the predictor and the dependent variables (Hair et al, 2019;Hoda et al, 2023;Ringle et al, 2023). Accordingly, a PLS algorithm was run to check the R 2 and detect if the moderator was influential.…”

“…The process of moderation in Smart PLS 4 requires the moderating variable to be connected directly to the path between the predictor and the dependent variables (Hair et al. , 2019; Hoda et al. , 2023; Ringle et al.…”