Facebook: Making Social Connections

Considerable research has been devoted to online communities and consumers’ anonymous participation in these sites but research in the area of social networking sites has only begun to attract attention. The aim of our study was to explore how and why consumers incorporate social networking sites into their daily lives. Our findings revealed that friendships are being managed both online and offline, although they are not mutually exclusive. More importantly, we propose that the Facebook environment is no different to the offline environment in terms of one’s need for acceptance and social affiliation.


Micael-Lee Johnstone, Sarah Todd, and Adeline Phaik Harn Chua (2009) ,"Facebook: Making Social Connections", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 234-236.


Micael-Lee Johnstone, Victoria University, New Zealand
Sarah Todd, The University of Otago, New Zealand
Adeline Phaik Harn Chua, The University of Otago, New Zealand


AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009

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