Cultivating Social Capital through Interactivity on Social Network Sites
نویسندگان
چکیده
The Internet has changed from an information tool to a social tool. More and more people use social networking sites such as Facebook to build and maintain numerous interpersonal relationships. The benefits of online social interaction can be manifested in bridging and bonding social capital. This study examined how the four dimensions of perceived interactivity (control, synchronicity, surveillance, and social bandwidth) affected users’ bridging and bonding social capital. Moreover, this study also assessed how the effects of perceived interactivity on bridging and bonding social capital were mediated by communication quality and social relationship support. This study recruited 422 respondents to participate in the survey. The first results showed that three out of four dimensions of perceived interactivity (control, synchronicity, and social bandwidth) positively influenced bridging and bonding social capital, whereas perceived surveillance negatively affected bridging social capital. Moreover, they have a stronger effect on bridging than on bonding social capital. The second findings revealed that the relationships between the two dimensions of perceived interactivity (synchronicity and social bandwidth) and bridging social capital were mediated by social relationship support.
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