Responses to ambivalence toward social networking sites: A typological perspective

Abstract A common assumption in prior research on social networking sites (SNS) has been that users' orientations toward SNS use are positioned somewhere along a bipolar, univalent continuum, stretching from negative to positive orientation. However, considering recent findings unfolding the intricacy and variety of SNS use patterns, such a linear conceptualization of users' orientations is too simplistic with limited ability to explain the …