ABSTRACT

Facebook has kept growing since it was offered to college students in 2004 and has become the number one online social network with one billion daily active users in September 2015. The daily one billion active users worldwide are sizeable enough to conclude that Facebook matters. Its heavy usage bridges the online and offline people connections, and has made Facebook a site for researchers’ interest. So far, researches were mainly conducted in western societies with college students and young adults. Not much research has been done on people aged 45 and above. In Asia continent context users in age group 45 and above are growing at a faster pace than the younger generation.

Facebook has undeniably penetrated into different aspects of people’s life in Macau. This research is conducted in Macau and intended to “identify”and “describe” the Macau’s Facebook users’ life satisfaction, subjective happiness, bonding and bridging social capital. The results generated from this research shall have implication and provide useful information for marketer on a wide span of marketing and product decisions for the segment of people age 45 and above. Results could also be employed for service planning and improvement by social workers and policy makers. This research shall be replicated for subjects in other countries and regions.

For full text of this article, Contact Mr. Jitender Sharma at jitender.sharma@jaipuria.ac.in

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