Facebook me: collective self-esteem, need to belong, and internet self-efficacy as predictors of the iGeneration’s attitudes toward social networking sites

Harsha Gangadharbatla

Within the user-generated content sites, the role and growth of social networking sites has been undeniably overwhelming.
  

Facebook me: collective self-esteem, need to belong, and internet self-efficacy as predictors of the iGeneration's attitudes toward social networking sites

Harsha GangadharbatlaTexas Tech University

INTRODUCTION

User-generated content sites provide platforms for information sharing, video sharing, photo sharing, and blogging. Often referred to as Web 2.0, these sites are expected to generated $4.3 billion by 2011, more than four times what U.S. user-generated content sites generated in 2007 when more than 70 million U.S. Internet users created content online (eMarketer 2006).

According to Nielsen/NetRatings, user-generated content sites constitute 5 out of top 10 fastest growing Web brands (Neilsen...

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