Branding with social media: User gratifications,usage patterns,and brand message content strategies

The emergence of social media provides a new platform for developing brand–consumer relationships. The aim of the current study is to examine the differences in Chinese users’ gratifications of different social media and the impact of brand content strategies on the quality of brand–consumer communication via social media. In the first study, 209 SNS and 161 microblog users were surveyed. Five dimensions of social media gratifications emerged from the factor analysis. Significant differences in the strengths of gratifications were found between SNS and microblog users. Usage patterns of SNS and microblog are analyzed and compared. In the second study, we examined the impact of users’ gratification and the type of social media on the effectiveness of different brand content strategies through a two-week experiment involving 60 SNS users and 61 microblog users. Implications for developing branding strategies on different social media platforms are discussed.     

Teenagers in social virtual worlds: Continuous use and purchasing behavior in Habbo Hotel

Social virtual worlds (SVWs) have become important environments for social interaction. At the same time, the supply and demand of virtual goods and services is rapidly increasing. For SVWs to be economically sustainable, retaining existing users and turning them into consumers are paramount challenges. This requires an understanding of the underlying reasons why users continuously engage in SVWs and purchase virtual items. This study builds upon Technology Acceptance Model, motivational model and theory of network externalities to examine continuous usage and purchase intention and it empirically tests the model with data collected from 2481 Habbo users. The results reveal a strong relationship between continuous usage and purchasing. Further, the results demonstrate the importance of the presence of other users in predicting the purchase behavior in the SVW. Continuous SVW usage in turn is predicted directly by perceived enjoyment and usefulness while the effect of attitude is marginal. Finally, perceived network externalities exert a significant influence of perceived enjoyment and usefulness of the SVW but do not have a direct effect on the continuous usage.     

Facebook or Renren? A comparative study of social networking site use and social capital among Chinese international students in the United States

Social networking sites (SNSs) are important tools for college students to maintain and develop social capital. Yet, few studies on the social implications of using SNSs have focused on international students and their use of different social media platforms for social capital. This study aims to fill this gap by examining the implications of using host country and home country SNSs for social capital among Chinese international students in the United States. A survey of Chinese international students at a large public university (N = 210) reveals that both Facebook and Renren use are positively associated with bridging social capital but not with bonding social capital. Facebook use has a stronger relationship with bridging social capital than does Renren use. Yet, only Renren use has a significant and positive relationship with maintaining home country social capital. These results have practical implications for international students to develop different types of social capital through different social media platforms.     

Exploring sustained participation in firm-hosted communities in China: the effects of social capital and active degree

Firm-hosted online communities are user-centred, and their efficacy depends on the users’ sustained participation. This study investigated the impact of social capital on users’ continued usage intention. Specifically, since very little work has been done to explore the antecedents of social capital, we tested the role of operator-related and individual-related factors in cultivating social capital by proposing an integrated research model to fill this gap. Furthermore, to gain deeper insights into continuance intention, we postulate that active degree moderates the relationship between social capital and users’ continued usage intention. Our model is empirically examined using survey data collected from 373 members of a well-known firm-hosted online community in China. The results reveal that the firm’s reaction, offline activities, interaction support, seeking reputation and perceived enjoyment are the significant antecedents of social capital. Additionally, social tie and shared vision exert a stronger effect on continued usage intention for active users, whereas identification has a higher influence on continued usage intention for inactive users. Finally, this study discusses the theoretical and practical implications of these findings and provides possible directions for future research.     

Predictors of job seekers’ self-disclosure on social media

Social media-based screening is a well-known practice to both recruiters and job seekers. Little is known, however, about how job seekers present themselves on social media, i.e. ‘self-disclosure’, for employment purposes. This study builds on the theories of hyperpersonal computer-mediated communication, self-efficacy and social exchange to examine job seekers’ professional online image concerns, social media self-efficacy, and perceptions of social media effectiveness in the job search as predictors of inappropriate and career-oriented self-disclosures on these media. Findings from a sample of 3374 Italian respondents showed that career-oriented self-disclosure was predicted by all three factors, whereas inappropriate self-disclosure was only predicted by social media self-efficacy. Furthermore, the relationship between professional online image concerns and inappropriate self-disclosure was moderated by age, education and work experience, but not by gender. Theoretical and practical implications are discussed, and directions for future research are suggested.     

Social impacts in social media: An examination of perceived truthfulness and sharing of information

Twitter, Facebook, and other social media display the combined opinion of users as collective opinion. The purpose of the work reported here was to examine how collective opinion might influence the perceived truthfulness and the sharing likelihood of health-related statements on social media. Experiment 1 revealed that, when evaluating the truthfulness of a statement, participants adopted the collective truthfulness rating associated with the statement. Similarly, Experiment 2 showed that the likelihood that participants would share a statement followed the collective sharing likelihood associated with the statement. These social impacts were extensive, taking place for statements perceived as true, debatable, and false. These results contribute new insights into how people perceive and share information on social media as well as how collective opinion might affect the quality of information on social media.     

Formation and Effect of Social Media Usage Habit

The widespread of social media (SM) provides information system (IS) research with a great opportunity to examine IS usage habit. This study adapts habit perspectives of social psychology into social media use and contextualizes findings from both service marketing and IS usage literature for developing a model of SM usage habit. The model suggests a set of behavior-, goal-, affect-, and expectation-based factors that drive the formation of habit for SM use, which in turn influences future usage behavior. By testing the model with a longitudinal field survey of 518 social networking service (SNS) users, this study provides an integrative context-specific view of SM usage habit and addresses unconscious habitual IS use beyond the traditional perspectives of conscious intentional behavior. The findings have important implications for promoting sustainability of social media applications and services.     

An investigation of the impact of cognitive absorption on continued usage of social media in Taiwan: the perspectives of fit

Information processing view explains the fit between information processing need and information processing capability to achieve optimal performance. This research observes that the model of users’ needs-functional capabilities fits by two perspectives of holistic and reductionistic in the context of social media usage. Through an online survey of 310 Facebook users in Taiwan, the findings provide the holistic and reductionistic perspectives of the fit between users’ needs and functional capabilities as having a significant impact on users’ cognitive absorption. Thus, social media providers must emphasise managing the fit between users’ needs and functional capabilities for their products and services development.     

Giving too much social support: social overload on social networking sites

As the number of messages and social relationships embedded in social networking sites (SNS) increases, the amount of social information demanding a reaction from individuals increases as well. We observe that, as a consequence, SNS users feel they are giving too much social support to other SNS users. Drawing on social support theory (SST), we call this negative association with SNS usage ‘social overload’ and develop a latent variable to measure it. We then identify the theoretical antecedents and consequences of social overload and evaluate the social overload model empirically using interviews with 12 and a survey of 571 Facebook users. The results show that extent of usage, number of friends, subjective social support norms, and type of relationship (online-only vs offline friends) are factors that directly contribute to social overload while age has only an indirect effect. The psychological and behavioral consequences of social overload include feelings of SNS exhaustion by users, low levels of user satisfaction, and a high intention to reduce or even stop using SNS. The resulting theoretical implications for SST and SNS acceptance research are discussed and practical implications for organizations, SNS providers, and SNS users are drawn.     

The influence of role stress on self-disclosure on social networking sites: A conservation of resources perspective

There is a growing body of research about the influence of users’ perceived stress on their social networking site (SNS) usage behaviors. In general, stress negatively leads to a reduction in SNS usage (e.g., discontinuous use and self-disclosure). However, very little research has examined how SNS users strive to resolve stress problems from a positive perspective. To fill this gap, we conducted a research study among users of Moments, a large SNS in China. Based on the conservation of resources (COR) theory, we hypothesized that SNS users’ response to role stress, a subtype of stress, might be positive, leading to investments in social resources (e.g., motivation for relationship maintenance and self-presentation) and generating an increased level of self-disclosure on SNS. The survey results revealed the mediating effect of motivation for relationship maintenance and self-presentation on the SNS stress–disclosure relationship. We found that SNS users conserve their resources by maintaining relationships and presenting themselves positively in response to role stress, as predicted. Theoretical contributions and practical implications of the study are discussed, as are its limitations and directions for future research.     

The effect of role conflict on self‐disclosure in social network sites: An integrated perspective of boundary regulation and dual process model

As people increasingly integrate social network sites (SNSs) into their daily lives, their social connections on SNSs become more diverse, including their friends, co‐workers, and relatives. In such a context, users may receive different role expectations from their various social circles and experience role conflict in their usage of SNSs. Furthermore, previous literature suggests that people may not always make privacy‐related decisions through effortful and deliberate information processing. Drawing on the perspective of boundary regulation and dual process theories, this study clarifies the consequences of role conflict on SNSs. A theoretical model is developed to examine the effect of role conflict regarding privacy risk and perceived control, which, in turn, impact self‐disclosure behaviour, as well as how this process is moderated by high‐ versus low‐effort processing. The results of 4 experiments provide strong support for our model. The implications for theory and practice are discussed.     

Using social media for work: Losing your time or improving your work?

Social Media have been gaining in popularity worldwide over the last years at an increasingly growing rate. The introduction of social media in companies enables a new method of communication among colleagues and with customers. Although social media are in the top of the agenda for many companies to date, there seems to be very limited understanding of the usage of social media for work purposes. In this study, we investigate whether employees make use of social media for work purposes, what values increase this usage, and if that usage is related with their performance. Responses from 1799 employees in the insurance industry were used to examine the impact of social media on work. Results confirmed that in the case of social media for work, employees make extended use of them no matter their age. We found also that both utilitarian and hedonic values influence employees to use more social media for their work, at least in the insurance sector. Last but not least, this study confirms that there is an important relation between the use of social media and the work performance.     

Personalized Tag Recommendation Using Social Influence

Tag recommendation encourages users to add more tags in bridging the semantic gap between human concept and the features of media object,which provides a feasible solution for content-based multimedia information retrieval.In this paper,we study personalized tag recommendation in a popular online photo sharing site - Flickr.Social relationship information of users is collected to generate an online social network.From the perspective of network topology,we propose node topological potential to characterize user’s social influence.With this metric,we distinguish different social relations between users and find out those who really have influence on the target users.Tag recommendations are based on tagging history and the latent personalized preference learned from those who have most influence in user’s social network.We evaluate our method on large scale real-world data.The experimental results demonstrate that our method can outperform the non-personalized global co-occurrence method and other two state-of-the-art personalized approaches using social networks.We also analyze the further usage of our approach for the cold-start problem of tag recommendation.     

Internet use, happiness, social support and introversion: A more fine grained analysis of person variables and internet activity

The Internet is no longer an advanced technology accessible to a select few. It has become a ubiquitous tool for users ranging from professional programmers to casual surfers and young children. The exponential increase in time online has prompted curiosity and speculation about the interaction between this technology and individual person variables. While general survey data exist regarding broad patterns of Internet use, less is known about the relationship between specific usage and individual personality dimensions, mood variables, or social activity. This study sought to clarify several of these relationships. One hundred eighty-five undergraduate student volunteers completed two detailed measures of Internet use across various domains (for example: work/school, tasks/services, entertainment), as well as measures of happiness, perceived social support, and introversion. Specific types of Internet use, including gaming and entertainment usage, were found to predict perceived social support, introversion and happiness. Use of the Internet for mischief-related activities (for example: downloading without payment, fraud, snooping) was associated with lower levels of happiness and social support. These findings support the utility of and need for specific rather than general Internet research. Directions for future research clarifying the role of the Internet in quality of life and interpersonal relations are suggested.     

Brand interactions and social media: Enhancing user loyalty through social networking sites

This paper aims to investigate how user loyalty can be achieved and maintained through social networking sites. More specifically, we intend to test the relationships between brands, user loyalty and social media. The research thus provides insights into user-brand relationships through social media and argues how loyal customers can be through social networking websites. Although there are considerable numbers of studies about loyalty; there exists very limited work studying user loyalty through social networking websites. This research presents clearly the reasons for engaging with brands online and examines user behaviors and loyalty. Research provided strong evidence that majority of the social network users follow brand fan pages via social media, even though they have different reasons to do so. The study also measures users’ behavioral and attitudinal loyalty behaviors. Their level of trust to the information they obtained about brands through social media is also established. The hypotheses tested show that brands and customer satisfaction are both positively related to users’ behavioral loyalty.     

基于社会化媒体情境的多维协同智能推荐

针对传统协同智能推荐技术的冷启动、数据稀缺性问题,为提高推荐算法的效率和准确性,提出一种基于社会化媒体情境的多维智能推荐算法模型。该模型将目标用户的属性特征、行为特征考虑到社会化媒体情境信息中,并动态实时捕捉用户在不同社会化媒体情境下的偏好倾向,利用联机分析处理(OLAP)技术对多维数据进行处理。该模型将用户间的社会化关系和所处的政治经济环境视为衡量用户相似的重要指标,同时使用皮尔森系数和云模型来计算用户间各特征的相似度,并以此为推荐基础向用户呈现更个性化和定制化的推荐结果。实验结果表明,该模型的推荐结果的平均绝对误差明显小于传统的协同智能推荐和单纯的基于云模型推荐技术。     

An imposed etic approach with Schwartz polar dimensions to explore cross-cultural use of social network services

Cross-cultural studies in Information Systems (IS) have experienced an overreliance on Hofstede’s theory, which has impeded researchers from exploring alternative theoretical lenses. We examine the moderating effects of Schwartz’s Polar Dimensions on users’ perception of Social Network Service, highlighting cultural issues associated with IS privacy, trust, and social capital. We found that the effect of perceived reputation is more powerful in American culture than Chinese culture, though network centrality has a stronger effect on use intention among Chinese users than American users. We also introduce the imposed etic approach, which has been rarely seen in IS research.     

Preventing sensitive relationships disclosure for better social media preservation

A fundamental aspect of all social networks is information sharing. It is one of the most common forms of online interaction that is tightly associated with social media preservation and information disclosure. As such, information sharing is commonly viewed as a key enabler for social media preservation tasks. In the current situation, where information sharing and inter-user communications are made instantly possible via the widespread use of ubiquitous technologies, privacy related, and particularly information disclosure issues, are the obvious, much discussed, immediate consequences of information sharing. As a result, information disclosure, especially when multimedia data come to play, is critical for appropriate social media preservation strategies that consider and respect the privacy of social network users. Social media preservation must align with privacy protection solutions and consequently must protect sensitive information that social network users would like to keep private. In this paper, we propose a new approach to implement a privacy-oriented social media preservation strategy that prevents the disclosure of sensitive information. Instead of using a preserve-all strategy, we present a framework to personalize social media preservation tasks. We then describe our proposed rule-based algorithm to evaluate information disclosure addressing mainly relationship type disclosure and using shared photos. We also provide an experimental study to investigate the efficiency and the relevance of our approach.     

Generational differences in content generation in social media: The roles of the gratifications sought and of narcissism

This study examines the roles of the gratifications sought and of narcissism in content generation in social media and explores the generational differences in motivations and in narcissistic personalities when predicting the usage of Facebook, blogs, and forums. Data were gathered from a probability sample of 596 social media users through a telephone survey in 2010. Factor analysis results showed that content generation using social media was satisfying five socio-psychological needs: showing affection, venting negative feelings, gaining recognition, getting entertainment, and fulfilling cognitive needs. In particular, people who used social media to meet their social needs and their need for affection tended to use Facebook and blogs. In contrast, when users wanted to air out discontent, they often turned to forums. Results also showed that exhibitionists seemed to use social media to show affection, express their negative feelings, and achieve recognition. The study found no generational differences in using Facebook and blogs as a means to satisfy social needs or the need for affection. However, differences in patterns of social media usage were found among Baby Boomers with different narcissistic personalities. The paper includes a discussion of the study’s limitations and suggestions for future research.     

A study of the relationship between narcissism,extraversion, drive for entertainment,and narcissistic behavior on social networking sites

As social networking sites are gaining popularity, the rise in narcissistic culture on theses sites are also documented. Literature suggests users' personality traits may be important factors leading people to engage in narcissistic behaviors. Using a national sample of Chinese adults, this study investigated the relationship between narcissism, extraversion, drive for entertainment and narcissistic behaviors on a Chinese social networking site, Wechat Moment. We also examined whether demographic variables and online time played a role in that dynamic. Results revealed that narcissism predicted exhibitionistic behaviors on Wechat Moment, ratings of one's profile picture and using an image of oneself as profile picture over and above extraversion and drive for entertainment controlling for online time and demographic variables. Contrary to our hypothesis, narcissism did not predict higher frequency of Wechat Moment posting over and above drive for entertainment and extraversion. Different sub-factors of narcissism also contributed differently to the variance of narcissistic behavior on SNS.