APPLICATION OF SNSQUAL MODEL IN MEASUREMENT OF SOCIAL NETWORK QUALITY

Social networks have become important tool for disseminating information and connecting people. Although there is no age limit for using social networks, they are most frequently used by younger population. Literature review implies that there is number of service quality studies in on-line environment. However, there is a lack of studies about the social network quality. For the purpose of measuring social network quality, SNSQUAL model designed by Phillips et al. (2016) was tested in present study. The model comprised variables that describe ease of use, trust, personalization, reliability, and integration of services on social networks. The research was conducted among the students. A total of 341 valid questionnaires were gathered. Data was analysed using descriptive statistics, factor analysis and reliability analysis. Study results indicate high level of perceived social networks quality. In addition, social network quality in Croatia is perceived through following dimensions: information, ease of use, reliability and safety, integration, and customization.