Still in Fashion?: A Study on Facebook Usage

Authors:
Alberto Marcuzzo;Thanos Papadimitriou
Affiliations:
Bain and Company, Milano, Italy;SDA Bocconi, Milano, Italy
Venue:
International Journal of Virtual Communities and Social Networking
Year:
2013

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Abstract

The authors investigate the current state and future prospects of Facebook usage by means of data that they have collected using a survey at an Italian University. The authors show that usage is unaffected by how long users have used Facebook. The authors also examine a number of plausible determinants eventually showing that age, network size, and perceived usefulness all play an important part in explaining usage. Surprisingly, perceived privacy does not.