Antecedents to Evaluating the Brand Image of Orkut as a Social Networking Society: An Exploratory Study on Indian Youth

Authors:
Arpita Khare
Affiliations:
IIM Rohtak, India
Venue:
International Journal of Information Systems and Social Change
Year:
2012

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Abstract

Social networking sites are perceived as interactive forums that enable users to manage their relationships through technology. The usage of social networking sites is dependent upon the brand image it connotes to the user. These forums modify social and self image of user and help in enhancing their social interactions. The research was targeted towards comprehending Indian youth's brand perception of Orkut as a social networking forum. The results indicate that most youth used Orkut for maintaining contact with their friends and acquaintances. Six variables related to brand image of Orkut: quality, self identity, group identity, status, values and national heritage were used for understanding youth's attitude towards Orkut. There was no difference between the two genders on the six variables. Multiple regression analysis results suggest that Indian youth's attitude towards Orkut was most influenced by self identity and values.