Examining priming and gender as a means to reduce risk in a social networking context: Can stories change disclosure and privacy setting use when personal profiles are constructed?

The objective of this study was to examine whether content of Facebook profiles differed as a function of priming story and gender. Disclosure of personal information and the use of privacy settings when constructing Facebook profiles were assessed when participants were or were not provided with priming stories that would alert them to potential risks from information sharing on the Internet. Participants read one of three priming stories (anecdotal, legal or neutral), prior to constructing a profile for either a male or female. The anecdotal story described a stalking incident, while the legal story summarized a ‘typical’ online privacy statement. Previously established scoring tools were used to assess disclosure and privacy settings use (see Nosko, Wood, & Molema, 2010). Overall, gender was an important predictor for disclosure. Females disclosed less sensitive information than males after reading the anecdotal privacy story. Less disclosure also was found when participants constructed a profile for someone of the same gender. Disclosure of particular pieces of information also differed by gender of the discloser. Very few participants employed privacy settings. The impact for these outcomes is discussed in terms of their ability to potentially inhibit over-disclosure in personal profiles and to identify users who are at particular risk.     

Social media users and their social adaptation process in virtual environment: Is it easier for Turkish Cypriots to be social but virtual beings?

This study examined the relationship and difference between offline life and virtual environment social adaptation among Turkish Cypriots. A total of 113 male and female Turkish Cypriot Facebook users were surveyed using the modified “Hacettepe Personality Inventory” to measure their social adaptation. The results revealed a negative relationship between offline life and virtual environment social adaptation and a statistically significant difference. No gender difference was found in offline and online social adaptation. There was a significant association between the type of pictures participants prefer to upload and their perceived others self-evaluation.     

Who does what on Facebook? Age,sex, and relationship status as predictors of Facebook use

Previous studies have focused on why people use Facebook and on the effects of “Facebooking” on well being. This study focused more on how people use Facebook. An international sample of 1,026 Facebook users (284 males, 735 females; mean age = 30.24) completed an online survey about their Facebook activity. Females, younger people, and those not currently in a committed relationship were the most active Facebook users, and there were many age-, sex-, and relationship-related main effects. Females spent more time on Facebook, had more Facebook friends, and were more likely to use profile pictures for impression management; women and older people engaged in more online family activity. Relationship status had an impact on the Facebook activity of males, but little effect on the activity of females. The results are interpreted within a framework generated by an evolutionary perspective and previous research on the psychology of gossip.     

Learning and self-disclosure behavior on social networking sites: the case of Facebook users

This paper studies Facebook users’ learning-based attitude formation and the relationship between member attitude and self-disclosure. Through the theoretical lens of learning theories, we recognize the key antecedents to member attitude toward a social networking as stemming from classical conditioning, operant conditioning, and social learning-related factors. In addition, we explore the underlying process through which member attitude affects self-disclosure extent and theorize the mediating role of site usage rate on the relationship between attitude and self-disclosure extent. Analysis of 822 survey data results provides strong support for the role of learning theories in explaining Facebook members’ attitude development. The results also confirm a significant, partial mediating effect of site usage rate. A series of post-hoc analyses on gender difference further reveal that attitude formation mechanisms remain constant between male and female Facebook users; gender difference exists on the association between attitude and self-disclosure extent and the association between site usage rate and self-disclosure extent; and the mediating effect of site usage rate exists in male user group only. Our research, therefore, contributes to the literature on social networking sites, as well as providing behavioral analysis useful to the service providers of these sites.     

Manifestations of user personality in website choice and behaviour on online social networks

Individual differences in personality affect users’ online activities as much as they do in the offline world. This work, based on a sample of over a third of a million users, examines how users’ behaviour in the online environment, captured by their website choices and Facebook profile features, relates to their personality, as measured by the standard Five Factor Model personality questionnaire. Results show that there are psychologically meaningful links between users’ personalities, their website preferences and Facebook profile features. We show how website audiences differ in terms of their personality, present the relationships between personality and Facebook profile features, and show how an individual’s personality can be predicted from Facebook profile features. We conclude that predicting a user’s personality profile can be applied to personalize content, optimize search results, and improve online advertising.     

“It’s Not Who You Know,but Who You Add:” An investigation into the differential impact of friend adding and self-disclosure on interpersonal perceptions on Facebook

This research seeks to understand how people perceive and respond to structural factors and different types of disclosure on Facebook when evaluating the profile of someone they have never met offline. Using a 2 × 3 × 2 between-subjects experimental design, this research explored the relationship between friend adding (add; no add), levels of self-disclosure (low, medium, high), and sex of the Facebook profile owner (male; female) on feelings of interpersonal liking, future behavioral intentions to interact, and homophily. Results indicated that friend adding and higher levels of self-disclosure led to greater feelings of interpersonal liking and homophily amongst both male and female participants. In addition, males tended to view other male profiles with moderate amounts of disclosure and female profiles with the highest amount of disclosure most favorably. Theoretical and practical implications are discussed.     

How gender-stereotypical are selfies? A content analysis and comparison with magazine adverts

Selfies (self-portrait photographs often taken with a camera phone) are popularly used for self-presentation in social media like Facebook and Instagram. These modern user-generated self-portraits have the potential to draw a more versatile picture of the genders instead of reproducing traditional gender stereotypes often presented in mainstream media and advertising. To investigate the degree of gender stereotyping in selfies, a random sample of 500 selfies uploaded on Instagram (50% representing females, 50% males) was drawn and subjected to quantitative content analysis. The degree of gender stereotyping in the selfies was measured using Goffman's (1979) and Kang's (1997) gender display categories (e.g. feminine touch, lying posture, withdrawing gaze, sparse clothing) plus three social media-related categories (kissing pout, muscle presentation, faceless portrayal). Additionally, gender stereotyping in selfies was directly compared to the degree of gender stereotyping in magazine adverts measured in the same way (Döring & Pöschl, 2006). Results reveal that male and female Instagram users' selfies not only reflect traditional gender stereotypes, but are even more stereotypical than magazine adverts.     

Facebook User Research Using a Probability‐Based Sample and Behavioral Data

Research on Facebook users is often based on small convenience samples and on usage data collected through survey self‐reports. The current research contributes to Facebook user research, as it is based on a large, nationally representative, probability‐based, U.S. sample with Internet usage data collected from meters. Results revealed that 50% of sample members are recent Facebook users. However, within this group, there is wide variation in amount of usage between heavy, medium, and light users. Finally, based on a multivariate analysis, Facebook users are significantly more likely to be women, teens, whites, and adults with at least a high school diploma. These demographic patterns apply to heavy, medium, and light Facebook users.     

Gender differences in Facebook self-presentation: An international randomized study

Facebook is a popular social network that can be used for self-presentation. In the current study we examined gender differences in Facebook self-presentation by evaluating components of profile and cover photos. We used evolutionary psychology—a theory which holds many assumptions regarding gender differences—to draw hypotheses. In order to eliminate the pitfalls of self-reported data, we analyzed public data presented in Facebook pages of a random representative international sample of 500 Facebook users. As hypothesized, profile photos on Facebook differed according to gender. Males’ photos accentuated status (using objects or formal clothing) and risk taking (outdoor settings), while females’ photos accentuated familial relations (family photos) and emotional expression (eye contact, smile intensity and lack of sunglasses). Cover photos, however, did not show most of these gender differences, perhaps since they serve only as a supplement to the self-presentation that appears in the profile photos. These findings demonstrate that evolutionary theory rooted in the past can help us understand new social tools of the future.     

Mining User Knowledge for Investigating the Facebook Business Model: The Case of Taiwan Users

Social network sites (SNS), as web-based services, allow users to make open or semi-open profiles within the systems they are part of, to see lists of other people in the group and to see the relations of people within different groups. Facebook is essentially an online social network site in which individuals can share photographs, personal information, and join groups of friends. This study investigates the experiences on Facebook of various users in Taiwan. Their degrees of confidence were often demonstrated by word-of-mouth disseminations about the social network site. Further, this research looks at how the reputations of Facebook proprietors and their affiliates were disseminated through relationship marketing for formulated social network marketing in its business model concerns. Therefore, this study uses the a priori algorithm as an association rules approach, and cluster analysis for data mining. We divide Facebook users into two groups of contributors and lurkers by their profiles and then find each group’s social network community information utilization and online purchase behaviors for investigating the Facebook business models.     

Gender differences in response to Facebook status updates from same and opposite gender friends

We conducted two studies to examine gender differences in response to Facebook status updates from same and opposite gender friends. Study 1 surveyed 522 undergraduate students (216 females and 306 males), and compared males' and females' responses to two Facebook status updates: one from a same gender friend and one from an opposite gender friend. Females' public replies and private messages to a female friend showed higher levels of emotional support than males' public replies and private messages to a male friend. In contrast, there were no significant gender differences in response to an opposite gender friend. Furthermore, males showed higher levels of emotional support in private messages than in public replies to male friends. Study 2 recruited 484 participants (295 females and 189 males) using CrowdFlower. Approximately half received a Facebook status update from a same gender friend and the other half received it from an opposite gender friend. Females' public replies to a female friend showed significantly high levels of emotional support than males' public replies to a male friend and there was a similar but marginally significant gender difference for private replies to same gender friends. There was no gender difference in response to opposite gender friends. The practical and theoretical implications of these findings are discussed.     

Motivation determines Facebook viewing strategy: An eye movement analysis

Individuals' Social Networking Site (SNS) profiles are central to online impression formation. Distinct profile elements (e.g., Profile Picture) experimentally manipulated in isolation can alter perception of profile owners, but it is not known which elements are focused on and attributed most importance when profiles are viewed naturally. The current study recorded the eye movement behaviour of 70 participants who viewed experimenter-generated Facebook timelines of male and female targets carefully controlled for content. Participants were instructed to process the targets either as potential friends or as potential employees. Target timelines were delineated into Regions of Interest (RoIs) prior to data collection. We found pronounced effects of target gender, viewer motivation and interactions between these factors on processing. Global processing patterns differed based on whether a ‘social’ or a ‘professional’ viewing motivation was used. Both patterns were distinct to the ‘F’-shaped patterns observed in previous research. When viewing potential employees viewers focused on the text content of timelines and when viewing potential friends image content was more important. Viewing patterns provide insight into the characteristics and abilities of targets most valued by viewers with distinct motivations. These results can inform future research, and allow new perspectives on previous findings.     

Does being on Facebook make me (feel) accepted in the classroom? The relationships between early adolescents' Facebook usage,classroom peer acceptance and self-concept

The present study aimed to explore the relationships between classroom peer relations, self-concept, and the use of social networking sites in early adolescents. The differences between Facebook users and non-users in their (teacher-assessed and sociometric) classroom peer acceptance and the peer relations, academic and global self-concept were investigated. In addition, the incremental predictive power of students' Facebook usage indicators for their peer relations self-concept beyond their actual classroom acceptance was tested, as well as the moderating role of early adolescents' gender classroom peer acceptance in the relation between Facebook usage and peer relations self-concept. 404 early adolescents (47.3% males; 82.9% Facebook users) participated in the study. No differences were found between users and non-users in their social preference, teacher-assessed peer acceptance, and academic and general self-concept. However, Facebook users reported significantly higher peer relations self-concept. No significant differences were found between Facebook users classified in different sociometric groups. Measures of Facebook usage explained incremental variance in peer-relation self-concept beyond classroom peer acceptance measures. In addition, a significant interaction effect between emotional connectedness to Facebook and gender was found; being highly emotionally connected to Facebook was beneficial only for girls’ peer relations self-concept. These results shed light on commonalities and differences in Facebook and classroom connectedness.     

Facebook single and cross domain data for recommendation systems

The emergence of social networks and the vast amount of data that they contain about their users make them a valuable source for personal information about users for recommender systems. In this paper we investigate the feasibility and effectiveness of utilizing existing available data from social networks for the recommendation process, specifically from Facebook. The data may replace or enrich explicit user ratings. We extract from Facebook content published by users on their personal pages about their favorite items and preferences in the domain of recommendation, and data about preferences related to other domains to allow cross-domain recommendation. We study several methods for integrating Facebook data with the recommendation process and compare the performance of these methods with that of traditional collaborative filtering that utilizes user ratings. In a field study that we conducted, recommendations obtained using Facebook data were tested and compared for 95 subjects and their crawled Facebook friends. Encouraging results show that when data is sparse or not available for a new user, recommendation results relying solely on Facebook data are at least equally as accurate as results obtained from user ratings. The experimental study also indicates that enriching sparse rating data by adding Facebook data can significantly improve results. Moreover, our findings highlight the benefits of utilizing cross domain Facebook data to achieve improvement in recommendation performance.     

Appetizer or main dish? Explaining the use of Facebook news posts as a substitute for other news sources

An increasing number of, especially younger, users use Facebook as their primary source for news about political and societal issues. At the same time, research suggests that Facebook use contributes to societal knowledge gaps. Against this background, we investigate the antecedents of using Facebook as a substitute for other news sources. We argue that exposure to news posts on Facebook increases the feeling of being well-informed, regardless of actual knowledge acquisition. This might lead users, especially those with a low need for cognition (NfC), to use Facebook as a substitute for other news sources. We test these assumptions with an online survey (n = 390) of German Internet users. Results show that the feeling of being well-informed through Facebook is reinforced by the quantity of exposure to news content on Facebook but not by the amount of actually read news posts. The feeling of being informed is an important predictor of using Facebook news as a substitute. Low NfC fosters this effect. It makes the substitution of other news sources more likely—but only for moderate to high levels of feeling well-informed through Facebook. We discuss these results in the light of their societal consequences.     

More Than Friends: Popularity on Facebook and its Role in Impression Formation

Social networking sites such as Facebook are becoming increasingly popular and important but it remains unclear which aspects of profiles convey information used to form impressions. This study expands on research investigating the role of popularity online and its impact on perceptions of targets' personality and appearance. Facebook profile owners' popularity was manipulated via number of friends and photos, and type of wall activity. Participants were 102 undergraduates who viewed 4 Facebook profiles (a popular and unpopular male and female) and judged the individuals represented by each. Popular targets were perceived to be more socially and physically attractive, extroverted and approachable than unpopular targets. Findings mirror offline effects and provide clues as to how profiles are examined and information extracted.     

All the news that’s fit to post: A profile of news use on social networking sites

Facebook and other social networking sites (SNSs)¹ are altering the way individuals communicate. These online environments allow users to keep up with friends, network with colleagues, and share their personal views and observations with others. Previous work describes typical social networking site users as young, extroverted, and technologically savvy. Little research exists, however, on the emerging role of news in the social network environment. With over 500 million global Facebook users, both print and television based media outlets are making concerted efforts to become part of this important and increasingly ubiquitous virtual world. The present study uses a sample of students, faculty, and staff from a large university to investigate the factors that are related to news use on Facebook. Findings indicate that while news use is still a minor component of overall social network site activity, certain key variables, such as gender and life satisfaction, have a significant impact on how Facebook is used for news-related purposes. Future implications for news in the social networking world are presented and discussed.     

Are Stereotypes Relative to Gender Usage Applicable to Virtual Worlds?

Common stereotypes of virtual game or community users are often portrayed as young and socially inept male addicts. Recent studies, however, defy many of the common prejudices about game or community users. As an extension of recent research, this study looks at gender differences in Virtual Worlds and finds that female users are actually a driving force behind the recent success of online communities. The study results indicate that female users more actively participate in social life, information seeking, and building activities in Virtual Worlds than their male counterparts. Similarly, female users have greater appreciation for the value of Virtual Worlds, although both male and female users recognize Virtual Worlds as a highly useful entertainment tool.     

When it comes to Facebook there may be more to bad memory than just multitasking

Previous research has shown that high levels of Facebook use are associated with lower grades in college students. Divided attention in the form of trying to use Facebook during class or while studying has been suggested as a possible explanation for this finding. In the current study, 44 participants were divided into high and low Facebook users and completed a memory test for 72 words. Participants were not allowed to use Facebook, or any other electronic device, during the study thereby eliminating divided attention between Facebook and the task at hand as a possible explanation for the results. High Facebook users (defined as spending more than one hour a day on Facebook) scored significantly lower on the free recall test than low Facebook users. Possible explanations for this finding are discussed.