Association of Marketing Theory and Practice Proceedings 2015
 

Title

Location-Based Social Features for Meeting Strangers Online – Who Uses Them?

Document Type

Conference Proceeding

Conference Track

Social Media/ Internet/ Mobile/ Direct Marketing

Publication Date

2015

Abstract

The study examines how personality factors and privacy concern affects the use of location-based social features on WeChat, a social mobile application in China. Analysis of survey data collected from 214 WeChat users revealed that while sensation seeking and personal innovativeness in information technology are strongly related to use of these features, loneliness and privacy concern do not affect the actual use.

Copyright Statement / License for Reuse

Digital Commons@Georgia Southern License

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