Abstract
Social capital plays an important role in generating word of mouth, in C2C interactions within brand communities, as well as within brand service channels that provide after-sales support via peer-to-peer problem solving communities. Ellison et al. (2007) suggest that intense Facebook use is closely related to the formation and maintenance of social capital. Ellison et al. (2007) only examined Facebook users at one university in the U.S., and there may be differences across cultures that they were not able to capture. This article seeks to examine the effectiveness of Facebook use on the formation and maintenance of social capital in Latin America. The results suggest that Facebook intensity is less effective in the formation and maintenance of social capital for Latin American students than U.S. students.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Similar content being viewed by others
References
Adler, P., & Kwon, S. (2002). Social capital: Prospects for a new concept. Academy of Management Review, 27, 17–40.
Bargh, J., & McKenna, K. (2004). The Internet and social life. Annual Review of Psychology, 55(1), 573–590.
Bargh, J. A., McKenna, K. Y., & Fitzsimons, G. M. (2002). Can you see the real me? Activation and expression of the “true self” on the Internet. Journal of Social Issues, 58(1), 33–48.
Bourdieu, P., & Wacquant, L. (1992). An invitation to reflexive sociology. Chicago, IL: University of Chicago Press.
Cohen, J., Cohen, P., West, S., & Aiken, L. (2003). Applied multiple regression/correlation analysis for the behavioral sciences. Mahwah, NJ: Lawrence Erlbaum.
Cova, B. (1997). Community and consumption: Towards the definition of the ‘linking value’ of product or services. European Journal of Marketing, 31(3), 297–316.
Donath, J., & Boyd, D. (2004). Public displays of connection. BT Technology Journal, 22(4), 71.
Ellison, N., Steinfield, C., & Lampe, C. (2007). The benefits of Facebook “friends”: Social capital and college students’ use of online social network sites. Journal of Computer-Mediated Communication, 12, 1143–1168.
Granovetter, M. S. (1982). The strength of weak ties: A network theory revisited. Albany: State University of New York.
Hall, E. (1976). Beyond culture. New York: Doubleday.
Hampton, K., & Wellman, B. (2003). Neighboring in Netville: How the Internet supports community and social capital in a wired suburb. City and Community, 2(4), 277–311.
Hofstede, G. (2001). Culture’s consequences: Comparing values. Behaviors institutions and organizations across nations (2nd ed.). Thousand Oaks, CA: Sage.
Horrigan, J. B. (2002). Online communities: Networks that nurture long-distance relationships and local ties. Pew Internet and American Life Project. Retrieved June 26, 2007 from http://www.pewinternet.org/pdfs/PIP_Communities_Report.pdf
Internet World Stats. (2013). Facebook users in the world. Facebook usage and Facebook growth statistics by world geographic regions. Retrieved September 8, 2013 from http://www.internetworldstats.com/facebook.htm
Kavanaugh, A., Carroll, J. M., Rosson, M. B., Zin, T. T., & Reese, D. D. (2005). Community networks: Where offline communities meet online. Journal of Computer Mediated Communication, 10(4), article 3.
Lin, N. (2001). Social capital: A theory of social structure and action. New York: Cambridge University Press.
Mathwick, C., Wiertz, C., & de Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), 832–849.
McGorry, S. Y. (2000). Measurement in a cross-cultural environment: Survey translation issues. Qualitative Market Research: An International Journal, 3(2), 74–81.
Muniz, A. M., & O’Guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(March), 412–432.
MVF. (2013). Lead generation and internet marketing in Chile. Retrieved September 3, 2013 from http://www.mvfglobal.com/chile
Nie, N. H. (2001). Sociability, interpersonal relations, and the Internet: Reconciling conflicting findings. American Behavioral Scientist, 45(3), 420–435.
Nunnally, J. (1978). Psychometric theory (2nd ed.). New York: McGraw-Hill.
Parks, M. R., & Floyd, K. (1996). Making friends in cyberspace. Journal of Computer Mediated Communication, 1(4). Retrieved July 14, 2006 from http://jcmc.indiana.edu/vol1/issue4/parks.html
Putnam, R. D. (2000). Bowling alone. New York: Simon & Schuster.
Tidwell, L. C., & Walther, J. B. (2002). Computer-mediated communication effects on disclosure, impressions, and interpersonal evaluations: Getting to know one another a bit at a time. Human Communication Research, 28(3), 317–348.
Triandis, H. C., Bontempo, R., Villareal, M. J., Asai, M., & Lucca, N. (1988). Individualism and collectivism: Cross-cultural perspectives on self-ingroup relationships. Journal of Personality and Social Psychology, 54, 323–338.
Wellman, B., Haase, A. Q., Witte, J., & Hampton, K. (2001). Does the Internet increase, decrease, or supplement social capital? Social networks, participation, and community commitment. American Behavioral Scientist, 45(3), 436.
White Nye, C., Roth, M., & Shimp, T. (2008). Comparative advertising in markets where brands and comparative advertising are novel. Journal of International Business Studies, 39(5), 851–863.
Williams, D. (2006). On and off the ‘net: Scales for social capital in an online era. Journal of Computer-Mediated Communication, 11(2), article 11. Retrieved August 29, 2006 from http://jcmc.indiana.edu/vol11/issue2/williams.html
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2016 The Academy of Marketing Science
About this paper
Cite this paper
Hidalgo, P., Farías, P. (2016). Use of Facebook and the Formation and Maintenance of Social Capital: Evidence from Latin America. In: Groza, M., Ragland, C. (eds) Marketing Challenges in a Turbulent Business Environment. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-19428-8_171
Download citation
DOI: https://doi.org/10.1007/978-3-319-19428-8_171
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-19427-1
Online ISBN: 978-3-319-19428-8
eBook Packages: Business and ManagementBusiness and Management (R0)