Search results

1 – 1 of 1
Per page
102050
Citations:
Loading...
Access Restricted. View access options
Article
Publication date: 7 September 2020

Zeeshan Ahmed Bhatti, Ghulam Ali Arain, Hina Mahboob Yasin, Muhammad Asif Khan and Muhammad Shakaib Akram

Drawing on social identity theory and prosocial behaviour research, this study explores how people's integration of their offline and online social activities through Facebook…

958

Abstract

Purpose

Drawing on social identity theory and prosocial behaviour research, this study explores how people's integration of their offline and online social activities through Facebook cultivates their Facebook citizenship behaviour (FCB). It also offers further insight into the underlying mechanism of offline and online social activity integration - FCB relation by investigating people's social identification with their offline and online social groups as possible mediators.

Design/methodology/approach

Based on social identity theory (SIT) literature, community citizenship behaviour and offline-online social activity integration through Facebook, we developed a conceptual model, which was empirically tested using data from 308 Facebook users

Findings

The results confirm that the participants' offline-online social activity integration via Facebook is positively linked to their FCB. Further, the integration of offline and online social activity through Facebook positively affects how a person identifies with their offline and online social groups, which in turn causes them to display FCB. In addition, offline/online social identification mediates the integration – FCB relation.

Practical implications

In practice, it is interesting to see people's tendency towards altruistic behaviours within groups they like to associate themselves with. Those who share their Facebook network with their offline friends can use such network to seek help and support.

Originality/value

From a theoretical perspective, unlike past research, this study examines how individuals' offline-online social activity integration via Facebook helps them associate with groups. In addition, this study investigates social identification from an offline and online perspective.

Details

Information Technology & People, vol. 34 no. 5
Type: Research Article
ISSN: 0959-3845

Keywords

1 – 1 of 1
Per page
102050