Studying the Link of Social Networks with Intention to Read: A research based on the theory of consumer culture

The per capita reading is seen as one of the key indicators for the evaluation, growth and development of societies. Therefore, it is reasonable to consider how to take advantage of modern technologies to increase per capita book-reading. Given the importance and spread of social networks, this study aims to examine the factors that affect intention to read in social networks. The consumer culture theory was used to assess the adaptation of variables under study.

This research was undertaken by using a descriptive-survey method. After extracting some of the major determinants of the study in the social media environment based on the exploratory study, the conceptual model of the research was designed. Following the assessment of validity and reliability of the questionnaire, 400 questionnaires were distributed among students of Ferdowsi University of Mashhad using stratified sampling method, out of which 366 questionnaires were used for the data analysis. Structural equation method was used for data analysis.

In this study, all the seven hypotheses tested were approved. The results of path analysis indicated that factors such as the reliability of sources, the argument quality and issues raised, reviewers of cyberspace and Para-social Interaction had the highest to lowest impact on the intention to read, respectively. Also, two factors of source credibility and the number of followers revealed the greatest level of synergy in both groups of non-peers and reviewers. Also, subjects were more reliant on comments made by strangers and reviewers than were on comments made by acquaintances, and these comments were in turn strongly motivated by factors such as the credibility of resources, number of followers, and in particular, the social interactions of reviewers.

The results of this study showed that concepts of consumer culture theory were adaptable to the intention to read in social networks. Therefore, promoting a reading culture via cyberspace is underpinned by several factors such as the quality of captions, comments or hashtags, positive or negative comments about a scientific work, number of likes on pages, inclusion of comments by renowned figures as well as the comments made by friends and strangers and the number of likes, comments, or followers, which can in turn influence the positive or negative judgment of people about a post and ultimately the intention to read that post. Accordingly, relevant authorities should pay particular attention to these factors in order to exploit cyberspace capabilities for the introduction of scientific works such as books or other readable and useful resources. In cyberspace, pages that are particularly dedicated to introduction of specialized and scientific books or other works should take into account all of the above points and their upshots. In this case, we can hope that some steps for the development of the culture of reading and its encouragement in society are taken.