From Web 2.0 to Web 3.0: Antecedents and consequences of the attitude and use intention of social networking in the semantic Web

Abstract

The Web 3.0 creates a semantic and qualitative knowledge and provides an essential tool for acceptance and functionality of corporate advertising. The e-branding strategy gets the users’ loyalty. This paper analyzes the antecedents and consequences of attitude and intention to use social networking in the 3.0 environment. We have used structural equation modeling and we have analyzed a sample of 345 Internet users. The results confirm the proposed relationships.