Usabilidade E Prefer�ncia De Uso Na Rede Social Facebook: Uma An�lise Netnogr�fica Dos Usu�rios Tecnol�gicos

Abstract

This article presents a study about the preference of use in virtual social networks, using Facebook as object of study, to identify the motivational factors for the usability of this technology platform. The social network Facebook has been chosen to present a technological scenario of high sociability and virtual interaction. The methodology used was the netnography, being made through the collection of discussions in North American sites of news and forums online, where there is a large critical user participation on the internet, about the gains and frustrations in this context. The content analysis was performed comparing the categories of users found in the literature about values that motivate consumer technology, describing the hedonic, social, utilitarian values and perceptions of risk in consumption when related to lack of privacy. The results show two main groups of users of this technology and 7 subgroups. Therefore, the contribution of the study is that the formation of these groups may reflect technological usability of user groups around the world. The study also brings to the discussion issues related to the behaviors of the users of virtual networks which can be useful for businesses and their relationships with consumers and also the development of new knowledge from such criticism and demands that digital consumers expose about the technologies.

Credibility, audacity and joy: Brand personalities that connect users to social media

“…According to Muniz and Marchetti (2012), brands perceived as sensitive are connected to emotions and sensitive elements, like delicate, romantic and charming characteristics. This helps us to understand the low result for Sensibility dimension, since social networks indicate more fun and enthusiastic brands, considering that users connect to social networks to have a good time, focusing on entertainment based on fun (Ferreira & Arruda, 2015).…”

“…In this sense, De Toni and Schuler (2007), while studying the development of technological products, identified that consumers value products able to inform, solve problems and provoke feelings like freedom, pleasure, joy and companionship. Moreover, Ferreira and Arruda (2015) explain that users resort to social networks for hedonistic reasons, with the objectives of having fun, interacting with people and creating and sharing ideas unpretentiously. Finally, Vries, Peluso, Romani, Leeflang and Marcati (2017) emphasize that consumers engage in activities, such as creating their own online content in social networks, in a search for self-expression and socialization, something perceived as pleasurable for them.…”

Perspectiva de jovens com diabetes sobre intervenção educativa na rede social Facebook®

“…The collaborative environment, triggered by the ease of information exchange via the Internet, served as basis for technological evolution of virtual social networks. (26) On the other hand, the possibility of involving a larger number of participants, since there are no impediments related to temporal and spatial factors, besides the preservation of anonymity, are aspects valued by the young. (27) In this direction, a study conducted in a closed group on Facebook® with 52 young adults, North Americans, smokers, addressing knowledge and prevention of diseases, showed active participation.…”

Capitalismo consciente: uma análise netnográfica em grupos da rede social LinkedIn

“…In the field of Brazilian studies in administration, netnography has been recognized as a methodological resource (ADADE, BARROS and COSTA, 2018;FREITAS and LEÃO, 2012a;NOVELI, 2010) and is applicable in several fields. For example, previous netnographic studies were conducted in Brazil, focusing on aspects such as communities of product brands (FREITAS and LEÃO, 2012b;LEÃO, CAMARGO and CAVALCANTI, 2015;MORAES and ABREU, 2017), group behavior prior to the launch of a product (MACHADO, SOUKUP, GALINDO, et al, 2015), communities of consumption of technological products (BARBOSA and ARRUDA FILHO, 2012;FERREIRA and ARRUDA FILHO, 2015). No studies were identified with CC groups, and only Barbosa and Arruda Filho (2012) focused on new products that integrate the environmental factor in Brazil.…”