Use of Facebook and the Formation and Maintenance of Social Capital: Evidence from Latin America

2016. Marketing Challenges in a Turbulent Business Environment. pp 701-710

Pablo Farías N, Pedro Hidalgo C

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.

Palabras claves: Facebook intensity Social capital Social network sites Cultural differences 

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