Contabilidade e Marketing

Assessing the Impact in the Growth of Social Media in Cameroon and User Experience: The Case of Facebook

Abstract

Mbayong NA

Purpose: The purpose of this paper is to examine the overall experience of Facebook users and to identify the tactics that should be undertaken in order to improve user experience.
Design/Methodology/Approaches: The study basically consists of Quantitative Research method. Samples were selected based on quota sampling. The target population was chosen considering the objectives of this research. As a result, only those users who have ever used Facebook properties were considered as the possible respondents. The study is based on the students in Catholic University Institute of Buea (CUIB) and their friends on Facebook of some group members where 261 respondents replied, which include 10% (25) direct questionnaires in the School of Business of Catholic University Institute of Buea (CUIB) and 90% (236) internet questionnaires with Google.
Findings: The findings reveal that, Facebook is more appealing to female and teenagers in other words people at the educational level of undergraduate but these majority of users do not show highly addicted usage in terms of access duration per day into Facebook; Nonetheless, majority of the users surveyed are Facebook long time users which could be translated that current Facebook is still capable of maintaining the loyalty of their users.
Originality/Value: This study’s research questions and methods are new to the line of assessing the impact of User experience on the growth of Social Media in Cameroon.