User Behavior on Online Social Networks: Relationships among Social Activities and Satisfaction

Abstract

Social networking sites (SNSs) are now ubiquitous communities for constant online interpersonal interactions that trigger symmetric or asymmetric effects on our everyday life. Recent studies advocate in favor of the significant role that SNSs have in promoting well-being and, more importantly, in disseminating reliable information during a global crisis, such as the current COVID-19 pandemic. Based on the growing importance of SNSs to the global framework, the main purpose of this study is to empirically assess the link between the use of symmetric social networks such as Facebook, or asymmetric social networks, like Instagram, and the level of satisfaction, employing the methodology of structural equation modeling. The results of the research validate the hypothesis that SNS activities increase the level of satisfaction, and therefore, that there is a direct link between the number of posts and comments and the level of satisfaction. Furthermore, based on the reversible and significant link between the level of satisfaction and the importance attributed to SNSs, the main conclusion of the study is that the higher the importance of the SNS, the greater the level of dissatisfaction experienced by users. Also, public activities on social networks positively affect social network satisfaction, while private activities have a direct negative relationship with the importance of social networks.

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