| Previous studies on social networking sites have failed to address comprehensively the level of efficacy and role of peer influences in the rise in membership levels of this new communication innovation. This study assessed the level of social influences at play in college students' decision to participate on Facebook. Online and postal surveys were sent to undergraduate students of a Northeastern institution of higher education to obtain self-reported of levels of perceived peer pressure influencing their participation on Facebook. The data collected were used to test a new theory of social conformity. No relationship was found between time spent on Facebook in a typical week and peer pressure.Keywords: Facebook, Peer Pressure, Conformity, Social Influence, Diffusion, Deindividuation, Free Will... |
