Identifying valuable customers on social networking sites for profit maximization

With the tremendous popularity of social networking sites (SNS) in this era of Web 2.0, enterprises have begun to explore the feasibility of using SNS as platforms to conduct targeted marking and reputation management. Given huge number of users on SNS, how to choose appropriate users as the targets is the key for enterprises to conduct cost-effective targeted marketing and reputation management on SNS. This paper introduces a novel model for effectively identifying the most valuable users from SNS. Furthermore, we propose to use an optimization technique named semidefinite programming (SDP) to identify the most valuable customers that can generate the maximum of total profit. Our empirical evaluation on a real data set extracted from a popular SNS shows that the proposed model achieves much higher profits than benchmark methods. This study opens doors to more effective targeted marketing and reputation management on SNS.     

Sentiment community detection: exploring sentiments and relationships in social networks

Social networking sites (SNS), which allow users to express opinions on products/services, have become an important channel and platform for enterprises to acquire and trace users’ sentiments in order to design appropriate business strategies and online marketing campaigns. However, with the large number of users and complex user relationships on SNS, effectively capturing these sentiments for business decision support is still a big challenge. In this study we introduce the concept of “Sentiment Community,” a group of users who are closely connected and highly consistent in their sentiments about one product/service. Discovering such sentiment communities would be very valuable to enterprises for customer segmentation and target marketing. Taking into account both connections and sentiments, we propose two methods to discover sentiment communities by adopting the optimization models of semi-definite programming (SDP). Our experimental evaluations demonstrated great performances for the proposed methods. This study opens the doors to effectively explore users’ sentiments on SNS for business decision making.     

Understanding How People Select Social Networking Services: Media Trait,Social Influences and Situational Factors

Social networking services (SNSs) have become very popular, and many Internet users use two or more SNSs. However, little research has been done to understand how and when users select multiple SNSs in series. This study investigates Internet users’ SNS selection behavior in daily life. We adopt the notion of media repertoire to explore how Internet users select SNSs in combination, and we adopt uses and gratifications theory to identify the values that drive these users to choose specific SNSs. We interviewed 40 Taiwanese people to explore the media traits, situational factors and social influences that affect users’ SNS selection behavior. The findings of this study can help SNS companies to improve SNS functions, and help marketers devise marketing strategies for target audiences and find suitable SNS platforms on which to communicate with consumers.     

The Effects of Social Networking Sites on Consumer–Brand Relationships

In the era of a vastly changing marketing communications environment, social media and social networking sites (SNS) have become an attractive outlet for brand promotions and advertising. As traditional media such as television, radio, and newspapers prove ineffective in establishing a valuable rapport with consumers, it is social networks which are expected to build bonds and engage online users into an amusing dialog, play, and intercourse with brands. This study applies an experimental design to assess the effects of SNS on the relationship between brands and consumers. Customer-based brand equity is adopted in this study as a reflective measure of consumer–brand connection. In order to evaluate hypothesized interactions, the linear mixed effects models are used. The results show very little (if any) impact of SNS on brand equity. Relevant explanations are discussed and further research directions are indicated.     

Understanding the Role of Conscious and Automatic Mechanisms in Social Networking Services: A Longitudinal Study

Given the proliferation of social networking sites (SNSs), it has become important to understand users’ continued attraction and usage of them. Previous works on information systems (IS) and marketing have paid little attention to the role of automatic mechanisms in frequently used IS such as mobile applications and SNSs. We develop an integrated framework to examine the effects of conscious and automatic mechanisms on SNS users’ postadoption behaviors. Considering the unique characteristics of SNSs, we posit user satisfaction, trust in an SNS provider, and prior SNS use as key drivers accelerating the development of SNS habitual use. Longitudinal data collected from 250 Facebook users were tested against the research model using partial least squares. The findings showed that SNS continuance usage is shaped by automatic factor as well as by reasoned conscious factor. In particular, SNS continuance usage is largely explained by SNS habit. User satisfaction, trust in an SNS provider, and prior SNS use were found to be the key enablers of developing SNS habit. Moreover, the analysis results clarify the exact role of relationship management, self-presentation, perceived enjoyment, and trust in an SNS provider in users’ decision-making processes. Implications for research and practice are described.     

The determinants of continuous use of social networking sites: An empirical study on Taiwanese journal-type bloggers’ continuous self-disclosure behavior

The popularity and growth of social networking sites (SNSs) have resulted in fierce competition among SNS providers. A critical concern of SNSs is to identify how to have users continuously use a specific SNS. This study examines the determinants of journal-type bloggers’ continuous self-disclosure. An analysis of 283 samples with continuous self-disclosure experiences in journal-type blogs shows that personal factors, specifically the habit of self-disclosure, are the major factors affecting bloggers’ continuous self-disclosure, followed by self-benefits. In contrast, social factors, such as positive audience feedback and social benefits, are not related to continuous self-disclosure. These results suggest that SNS providers must encourage users to develop the habit of using their web sites regularly. By providing differential benefits to users, SNS providers may attract users to continuously use their services.     

Multi-homing on SNSs: The role of optimum stimulation level and perceived complementarity in need gratification

Given the increasingly intense competition for social networking sites (SNSs), ensuring sustainable growth in user base has emerged as a critical issue for SNS operators. Contrary to the common belief that SNS users are committed to using one SNS, anecdotal evidence suggests that most users use multiple SNSs simultaneously. This study attempts to understand this phenomenon of users’ multi-homing on SNSs. Building upon optimum stimulation level (OSL) theory, uses and gratifications theory, and literature on choice complementarity, a theoretical model for investigating SNS users’ multi-homing intention is proposed. An analysis of survey data collected from 383 SNS users shows that OSL positively affects users’ perceived complementarity between different SNSs in gratifying their four facets of needs, namely, interpersonal communication, self-presentation, information, and entertainment. Among the four dimensions of perceived complementarity, only interpersonal communication and information aspects significantly affect users’ intention to multi-home on SNSs. The results from this study offer theoretical and practical implications for understanding and managing users’ multi-homing use of SNSs.     

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.     

Influence of SNS User Innovativeness and Public Individuation on SNS Usage Patterns and Social Capital Development: The Case of Facebook

This paper studies the correlation between users’ psychological traits and their social network sites (SNS) usage patterns, and the correlation between SNS usage patterns and the development of social capital as it relates to Facebook. Individual personality traits, including user innovativeness and public individuation, are proposed to be positively correlated with SNS usage patterns such as usage rate and diversification of use. This study specifically classifies social capital into two types—bridging vs. bonding—based on Social Capital Theory, and examines the correlation between SNS usage patterns and social capital development. To investigate the proposed hypotheses of this study, SNS users in Korea were surveyed and a structural equation model was used to analyze and verify the hypotheses. The results showed that users exhibiting both a high degree of innovativeness and public individuation use SNS more frequently and in more diverse ways than users who exhibited lower degrees of innovativeness and public individuation. It was also found that SNS usage patterns are correlated with social capital. The results of this study contribute to SNS-related research work as this study focuses on the development of social capital—a key concept behind the creation and use of SNS—and allows for a deeper understanding of how the psychological traits of individual users affect SNS usage patterns and the development of social capital. This study also offers insights to the corporate sector by providing practical guidelines on how to utilize SNS more effectively.     

It is not for fun: An examination of social network site usage

Social networking sites (SNS) have become a significant component of people's daily lives and have revolutionized the ways that business is conducted, from product development and marketing to operation and human resource management. However, there have been few systematic studies that ask why people use such systems. To try to determine why, we proposed a model based on uses and gratifications theory. Hypotheses were tested using PLS on data collected from 148 SNS users. We found that user utilitarian (rational and goal-oriented) gratifications of immediate access and coordination, hedonic (pleasure-oriented) gratifications of affection and leisure, and website social presence were positive predictors of SNS usage. While prior research focused on the hedonic use of SNS, we explored the predictive value of utilitarian factors in SNS. Based on these findings, we suggest a need to focus on the SNS functionalities to provide users with both utilitarian and hedonic gratifications, and suggest incorporating appropriate website features to help users evoke a sense of human contact in the SNS context.     

社交网Twitter平台的人物关系网社区发现

社交网络服务（social networking service,SNS）已融入到大众生活中。人们将自己的信息上传到网络中,并通过社交网站管理自己的社交圈子,由此造成大量的个人信息在社交网络上被公开。文章基于Twitter平台,设计实现了Twitter用户关系网的社区发现。通过实时采集Twitter用户信息,重建人物关系网,改进Newman快速算法划分社区发现人物关系网。文章通过可视化的界面呈现用户的社区关系,提供用户网络行为,为决策者的舆情监控或个性推荐提供了参考凭据。     

Online Social Networking Sites Continuance Intention: A Model Comparison Approach

Retaining existing users and letting them continue to use the current social networking sites (SNSs) have become increasingly challenging for developers. This study takes a model comparison approach to investigate this important issue. Based on technology acceptance model, self-determination theory, and net-valence model, our study develops four models that explain individuals’ continuance intention. Based on the data collected from U.S. SNS users, all four models can predict individuals’ intention reasonably well, and net-valence model with perceived benefits and risks as second-order constructs explains the largest amount of variance of SNS continuance intention. This study is among the first model comparison studies in the SNS continuance area. It is also among the first to apply self-determination theory and net-valence model to investigate SNS continuance.     

Does the use of social networking sites increase children’s risk of harm?

Although research findings have been equivocal as to whether the use of social networking sites (SNSs) increases experiences of online risk among children, the affordances of SNS lend support to this possibility, attracting much policy and public concern. The present article examines whether the use of such services increases the risks that children and young people encounter by analyzing data from a random stratified sample of approximately 1000 internet-using children aged 9–16 years in each of 25 European countries. Four hypotheses were formulated and tested. The first hypothesis, namely that children who use social networking sites will encounter more risks online than those who do not, is supported by the data. The second hypothesis stated that SNS users with more digital competence will encounter more online risk than those with less competence; this was also supported, despite being counter to common assumptions. Thirdly, we hypothesized that SNS users with more risky SNS practices (e.g. a public profile, displaying identifying information, with a very large number of contacts) will encounter more online risk than those with fewer risky practices: this too was supported by the data; thus what matters for risk is how SNS are used, a useful point for awareness-raising initiatives. The fourth hypothesis stated that SNS users with more digital competence in using the internet will experience less harm associated with online risk. The data did not support this hypothesis, since digital competence did not reduce the probability of children saying that they have been bothered or upset by something on the internet. Finally, the study found that, although this had not been predicted, whether or not risks are experienced as harmful depends on the specific relation between risks and platforms (website, instant messaging, gaming or social networking). We call on future research to explore how particular affordances sustain particular communicative conditions and, in turn, are responded to differently by children. The research and policy implications of the findings are discussed.     

Beyond Facebook: The generalization of social networking site measures

PurposePrevious research on social networking sites (SNSs) suggests several factors that contribute to SNS use. However, the factors were specific to a particular website. We wished to know if similar factors could predict the use of a new SNS in terms of usefulness and satisfaction with the goal of creating factors that would generalize across SNSs.ResultsParticipants reported their SNS Diet and performed five tasks using a new SNS. Then, participants reported which of the five tasks was most frustrating. Participants also reported if the usefulness of the SNS would affect their future use of the site. Participants with a high SNS Diet used SNSs once a day or more. The SNS Diet was predictive of a participant’s satisfaction rating and a participant’s perception of usefulness.ConclusionThe differences suggest that different groups of social networking users will respond differently based on their SNS Diet. This study finds support for both the Rational Actor Perspective and the Web Acceptance Model. We outline a new continuous measure of SNS use which generalizes across different social networks.     

A study of social networking site use from a three-pronged security and privacy threat assessment perspective

This study focuses on how social networking site (SNS) users’ perceived risk is affected by perceptions of the duality of potentially harmful events (cyber-attacks and privacy breaches) on SNS and explores the potential threat sources that influence such perceptions. Further, it examines the effects of perceived risk on SNS members’ site use and the underlying mechanisms through which these effects are cast. The study finds that users’ perceived SNS risk affects site use behavior through attitude as an important mediator and users’ concern regarding cyber-attacks (security) casts a greater impact than the concern regarding privacy breaches in shaping perceived SNS risk.     

The relationships among the Big Five Personality factors,self-esteem,narcissism, and sensation-seeking to Chinese University students’ uses of social networking sites (SNSs)

It has been suggested that personality factors are related to an individuals’ use of social networking sites (SNSs). The present research explores the relationships between the Big Five Personality factors, narcissism, self-esteem, and sensation seeking and individuals’ use of specific features of SNS. Self-reports were collected from 265 SNS users from a university in China. Regression analyses revealed that personality factors play an important role in how SNS are used. Specifically, extraverts are more likely to use the communicative function of SNS including status update, comment, and adding more friends. Neurotic are more likely to use the feature of status update as a way of self-expression. Agreeable individuals tend to make more comments on others’ profiles. Individuals with high self-esteem are more likely to comment on others’ profiles. Users scoring high on openness and sensation seeking are more likely to play online games on SNS. Narcissistic users are more likely to upload their attractive photos on SNS and tend to use update status more frequently for self-presentation. Gender also played an important role in predicting types of SNS use. Males reported more SNS friends and were more likely to play online games than were females, who were more likely to upload self-photos and update their status.     

A defence scheme against Identity Theft Attack based on multiple social networks

Recently, on-line social networking sites become more and more popular. People like to share their personal information such as their name, birthday and photos on these public sites. However, personal information could be misused by attackers. One kind of attacks called Identity Theft Attack is addressed in on-line social networking sites. After collecting the personal information of a victim, the attacker can create a fake identity to impersonate this victim and cheat the victim’s friends in order to destroy the trust relationships on the on-line social networking sites. In this paper, we propose a scheme to protect users from Identity Theft Attacks. In our work, users’ personal information can be still kept public. It means that this scheme does not violate the nature of the social networks. Compared with previous works, the proposed scheme incurs less overhead for users. Experimental results also demonstrate the practicality of the proposed scheme.     

Explaining personality and contextual differences in beneficial role of online versus offline social support: A moderated mediation model

With more than three billion “Netizens” worldwide, online social support obtained through social networking sites (SNS) has a pervasive influence on their users’ affective experiences. Social support generally fosters affective well-being, but such support can also threaten some recipients’ self-esteem that compromises their affective well-being. However, little is known of whether (a) this self-esteem threat varied by the mode (i.e., online vs. offline) of supportive interactions, and (b) such variations were explained by public self-consciousness across distinct modes of supportive interactions. A moderated mediation model was formulated to test these hypothesized personality and contextual differences using a quasi-experimental design. The results revealed that the mode of supportive interactions moderated the relationship between self-esteem and public self-consciousness, indicating that individuals higher in self-esteem are less likely to feel exposed to the potentially unfavorable evaluations in online (vs. offline) supportive interactions. Moreover, the results showed that the heightened levels of public self-consciousness explained the positive link between self-esteem and negative affect in offline but not online supportive interactions, providing further evidence that social support obtained through SNS is likely superior to that obtained through face-to-face interactions.     

Examining online citizenship behaviours in social network sites: a social capital perspective

As users have flocked to social network sites (SNSs), these sites have gained tremendous scale and concomitant social influence. This growth has come at the cost of social disruption caused by the posting of abusive comments and rumours that turn out to be false. To combat these negative phenomena, this study proposes SNS citizenship behaviour and examines it from the perspective of social capital theory. This study further examines how the key characteristics of SNS in terms of the concept of customer value affect social capital development in an SNS context. The test results explain that the structural, relational, and cognitive dimensions of social capital have significant direct and indirect effects on the SNS citizenship behaviour. These findings also explain that four key characteristics (exploration, communication support, playfulness, and responsiveness) of SNS affect the three dimensions of social capital. This study contributes to the literature in its establishment of the concept of SNS citizenship behaviour and examines it from the social capital theory perspective. Its findings have practical implications through its guidance on how to develop SNS features and manage these sites for the citizenship behaviour of their users, which are achievements for the harmonious and effective functioning of SNS.     

A targeted approach to viral marketing

Viral marketing can be an effective marketing technique in social networks. Initiating from a set of influential seed users, it can activate a “chain-reaction” driven by word-of-mouth. The effectiveness of viral marketing lies in the fact that it conveys an implied endorsement from social ties. Existing approaches to selecting influential seeds depend on measures of global centrality within the structure of the social network – they select users that are central in the entire network according to some centrality measure (e.g., Eigenvector centrality). In this paper a new targeted approach to viral marketing is proposed that exploits prior knowledge about the potential market and uses local centrality scores to identify seeds that have high chances of reaching and activating many users in the potential market. The performance gained by the proposed approach is investigated with an experimental evaluation that uses data from real social networks. The results show that targeted approach outperforms existing, global centrality based methods. It is also shown that the relative performance of the targeted approach improves in the case where the majority of users are indifferent (or negative) to the viral marketing campaign.