The perception of satisfaction with virtual social networks: A comparative analysis

The main aim was to determine the level of satisfaction of users of Facebook, Twitter, and Instagram by comparing the concept of a 'virtual social network' with the perception of use by the users the subjective evaluation of five features. An empirical study was realized with users of social networks in Latin America by measuring similar features - customization, interactivity, multimedia, privacy, and regulation - which are the features that are the most discussed in the literature. The analysis of the information was conducted with the Hamming distance. This study presents a new assessment of satisfaction with virtual social networks by taking into account features that had not previously been considered as a group; furthermore, no differences in perceptions by gender or age were found and the virtual social network with the best assessment was identified as Twitter. Keywords: Internet, behaviour, consumers, social networks