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This study focuses on the preferences that motivate users to join different social networks analyzing the benefits that enhance the acceptance and usability of alternative social tools. WhatsApp was selected as the object of study which a qualitative research was conducted in two stages: (1) netnographic approach and (2) in-depth interviews. The results describe the usability of mobile virtual networks, concerning technological multifunctionality, which impacts the process of choosing the technology. In addition, perceptions of risk and gratifications are discussed, with risks including procrastination and privacy concerns, and gratifications including entertainment, social interaction, and relationship-building with the WhatsApp usage.
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Filho et al. (2021) studied this question.
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