Open AccessDOES SOCIAL NETWORK QUALITY DIFFER BETWEEN FACEBOOK AND INSTAGRAM? APPLICATION OF SNSQUAL MODEL
Author(s) -
Suzana Marković,
Sanja Raspor Janković,
Matina Gjurašić
Publication year - 2021
Publication title -
ekonomska misao i praksa
Language(s) - English
Resource type - Journals
eISSN - 1848-963X
pISSN - 1330-1039
DOI - 10.17818/emip/2021/2.9
Subject(s) - social network (sociolinguistics) , quality (philosophy) , social network service , social media , social network analysis , empirical research , bivariate analysis , service quality , psychology , computer science , service (business) , world wide web , marketing , business , statistics , mathematics , philosophy , epistemology , machine learning
Although numerous studies investigated service quality in online environment, the social network quality has been inadequately captured by previous empirical research. Thus, the present study focuses on measuring social network quality. Specifically, it aims to examine potential differences in perceived social network quality between two popular social networks, namely Facebook and Instagram. The empirical data are based on gathering primary data using questionnaire based on SNSQUAL model, developed by Phillips et al. (2016). Descriptive and bivariate statistical analysis were conducted using data collected from undergraduate and graduate students who use social networks on regular bases. The study results show significant differences in 16 out of 27 social network quality items, revealing that Instagram’s social network quality was rated significantly higher than Facebook’s. These findings may contribute to the development of service excellence approach that aims to enhance social networks’ performance.