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ABSTRACTWithin the user-generated content sites, the role and growth of social networking sites has been undeniably overwhelming. Social networking sites (SNS) generate millions of dollars in revenue and advertising, yet little is known about why college students join and participate in these sites, which allow users to create their own content or space. This study adopts survey methodology to investigate the influence of college students' level of Internet self-efficacy, need to belong, need for cognition, and collective self-esteem on their attitude toward SNS. Internet self-efficacy, need to belong, and collective self-esteem all have positive effects on attitudes toward SNS. Furthermore, attitude toward SNS mediates the relationship between willingness to join SNS and (1) Internet self-efficacy and (2) need to belong, and the mediation is only partial between willingness to join and collective self-esteem. The author also draws managerial implications. Additional informationABOUT THE AUTHORHarsha Gangadharbatla (Ph.D., The University of Texas at Austin) is an Assistant Professor in the Department of Advertising at Texas Tech University. His research interests include, but are not limited to, interactive advertising, the social and economic effects of advertising, and alternative media strategies. His work has appeared in the Journal of Interactive Advertising, International Journal of Advertising, and Journal of Computer Mediated Communication, among others.