ABSTRACT

Social networks are internet applications which allow users to experience intensive interactions and which are increasingly becoming popular today. Studies conducted and statistics related to the use of social networks demonstrate that a large amount of the time spent on the internet is allocated to social networks. This appealing feature of social networks has also drawn researchers’ attention. The rate of use of social networks discussed within the scope of a number of variables such as internet addiction and problematic internet use is explained with the feeling of deep involvement to the Web. In literature, this structure, called Cognitive Absorption Theory, is defined as deep involvement with technology. Therefore, social network users’ intensive usage rates revealed in studies might have a relationship with certain features of social networks that could lead to deep involvement. The present study investigated the effects of the sub-factors of cognitive absorption such as time, curiosity, interest and pleasure on individuals’ use of social networks. Sample of the research contain 402 social software user (71 female and 331 male). Cognitive Absorption Scale was used to data collection. To analysis data, descriptive statistic, t-test and one way ANOVA test was used. The findings obtained demonstrated that the variable of gender did not have any significant influence on individuals’ levels of cognitive absorption; that their social network use time constituted a great deal of their internet use time; that the number of their friends in social networks and their attempts to restrict or not to restrict their social network use did not predict their levels of cognitive absorption.