Linkage between social identity creation and social networking site usage: the moderating role of usage intensity

Purpose Interaction and communication through social networking sites (SNSs) has witnessed exponential growth every year. The rising popularity of this platform has made researchers take a deeper look at this phenomenon and try and study it in a structured fashion. The purpose of this study is to investigate the moderating role of SNS usage intensity on the relationship between social capital and social identity. There are very few published literature studies available and none in the context of a developing economy, which is undergoing enormous digital transformation. While studies like this have been done in abundance in the Western world, it is still a new approach in this part of the world. Even though the variables that are being studied have been adapted from the work done earlier by other researchers, the application and interpretation are very different, primarily because of the context. Design/methodology/approach A primary online survey was conducted to collect data for this study. A majority of 258 respondents were in the age group of 20–40 years. Most of them had an undergraduate and/or a postgraduate degree and spent an average of 70% of their weekly time on social media. The sample size was balanced in terms of gender (male/female) as well. To validate the research model and test the hypotheses of the study, through two analysis phases including measurement model and structural model, reliability analysis, confirmatory factor analysis (CFA), correlations and hierarchical multiple regression were deployed. The CFA was applied to assess the validity of the four factors under study. Findings Factors that were studied in this article were checked for content validity and reliability. Cronbach's alpha values were <1.0 indicating the reliability of the factors taken for the study. Hierarchical multiple regression showed that with the increase in bridging and SNS usage intensity, social identity also increases at a high level of bridging. Similar results were observed when regression was conducted for bonding and SNS usage intensity. Thus, the hierarchical multiple regression analysis showed that SNS usage intensity positively moderated the effects of social capital on social identity. Hence, the two hypotheses were supported. Originality/value The results of this study are significant for business organizations and society as well. A similar type of study in the context of an economy, which has embarked on the path of digitization as a state-sponsored policy has not been reported.