Abstract: “The objective of this pilot study was to apply the hard laddering technique [1], [2], embedded in means-end chain (MEC) theory [3], to understand why users utilize the various features and functionalities of social networking sites (SNSs). A convenience sample of 72 SNSs users in Brazil took part in the study. The study focused on Facebook as it is one of the primary means of social networking in this developing country. MEC theory has been developed in order to understand how consumers link attributes (A) of products with particular consequences (C), and how these consequences satisfy their personal values (V). The associations in the mind of the consumer between A’s, C’s, and V’s are labeled means-end chains. They are often seen as a representation of the basic drive that motivates consumer behaviour, for they link attributes of a product (such as Facebook), through the consequences (e.g., to Facebook users) stemming from these attributes, and, ultimately, to the personal values (e.g”

Keywords: means-end chain theory, laddering, social networking sites, Brazil