This chapter presents the background of the study, the statement of the problem, the theoretical and conceptual framework, the significance, and the scope and delimitation of the study.
Background of the Study The continuous demand for worldwide technological development in communication paves way to developing more efficient and extensive way of communication, may it be for transactional, interactive, or personal reasons.
Social networking Websites (SNWs) provides a medium for users to express themselves beyond physical features and labels, to share experiences, discuss interests, and influence one another in a selective network.
SNWs provide an optimal format for users to keep a “personal narrative going” in which they “integrate events which happen in the external world, and sort them into an ‘ongoing’ story about the self” (Marsh, 2005).
Social networks provide a platform for communication and the extension of consumer influence. SNWs are “one of the fastest growing arenas of the World Wide Web” and Facebook, MySpace, and LinkedIn are currently among the most visited Websites in the United States of America (Trusov, Bucklin, Pauwels, 2009).
This study extends prior theory developed on the topics of identity creation through personal web pages on CMEs. The widespread availability of the Internet, at school, work, airports, and mobile devices makes Facebook accessible almost everywhere and provides a more connected, interactive experience than CMEs. The Facebook user experience includes joining groups, becoming a fan, updating a personal status, and games (e.g. Farmville and Sorority Life). These features are accompanied by the basic social networking elements of posting information, communicating with other users, uploading pictures, writing notes (blogs), and sending event invitations, all of which contribute to a more interactive Facebook experience. Recent statistics (2010) provided by Facebook
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