Compréhension de la continuité d'utilisation des réseaux sociaux numériques : Les apports de la théorie du don

In this dissertation, we propose a reading grid of interactions within social networking sites, which is rooted in the theory of the gift developed by Marcel Mauss. This lighting allows us to conceptualize the “virtual social tie” which explains the continuance of usage of these online platforms. It also leads us to develop a taxonomy of social networking sites’ users based on their behavior as “donors” and “receivers” on these websites. Thus, we have identified four groups which are: “connected” and “network-aholics” (category of continuers) then “disenchanted” and “disconnected” (category of discontinuers). We follow here a mix-method research approach as we adopt both quantitative and qualitative methods so as to get data and be able to answer to our research question