Más allá del «Like»: Diferencias de género en las motivaciones e impacto del uso de Facebook
M Dolores Sánchez Hernández – Universidad de Granada - ORCID
M Carmen Herrera Enríquez – Universidad de Granada - ORCID
Resumen
La literatura previa que analiza las diferencias de género en los hábitos y motivaciones para usar Facebook, así como en el grado de conexión emocional con la plataforma, es inconclusa. Además, se ha prestado poca atención al papel que desempeñan los "me gusta" recibidos en las publicaciones de Facebook en el bienestar de las personas según su género. Esta investigación tuvo como objetivo abordar esta laguna en la literatura. Los/as participantes (N = 156 estudiantes universitarios/as) completaron al azar un ensayo en el que se manipuló la cantidad de "me gusta" recibidos en una publicación de Facebook (pocos vs. muchos "me gusta") y, a continuación, respondieron a las medidas dependientes. Los resultados mostraron que las mujeres (vs. hombres) pasaban más tiempo en Facebook a diario, lo que se asoció con un mayor uso de la plataforma con fines de entretenimiento y, en consecuencia, con una mayor conexión emocional con ésta. Además, los hombres que recibieron muchos "me gusta" en una publicación de Facebook mostraron una mayor autoestima en comparación con aquellos que recibieron pocos "me gusta"; sin embargo, este efecto no se observó en las mujeres. Esta investigación resalta la necesidad de seguir explorando los factores motivacionales que determinan el uso de Facebook, así como los beneficios y riesgos asociados.
Palabras clave: Uso de Facebook
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