DOES SOCIAL NETWORK QUALITY DIFFER BETWEEN FACEBOOK AND INSTAGRAM? APPLICATION OF SNSQUAL MODEL
RAZLIKUJE LI SE KVALITETA DRUŠTVENIH MREŽA FACEBOOK I INSTAGRAM? PRIMJENA SNSQUAL MODELA

Suzana Marković, Faculty of Tourism and Hospitality Management Opatija, Sanja Raspor Janković, Matina Gjurašić
2021 Ekonomska Misao i Praksa  
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,
more » ... oped 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.
doi:10.17818/emip/2021/2.9 fatcat:lddksfkbdne4liiwrcr24f7guy