Does The Perceived Enjoyment of Social Network Sites Influence the Development of Social Capital? A Comparative Study of Japan and Brazil

Marcos Yokoyama


This study examines the relationship between the use of Social Network Sites and the formation of social capital. Using data from a web survey of employees in Japan (n = 244) and Brazil (n = 251), positive associations between SNS use and social capital development were found in both countries. Cultural differences seem to influence this process; in Brazil, intensity of SNS use has a stronger association with bridging and bonding social capital when perceived enjoyment is high; in Japan, employees use SNS for usefulness and enjoyment reasons, but perceived enjoyment does not interfere with social capital gains. Implications and future research are discussed.


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