Queer identity online: Informal learning and teaching experiences of LGBTQ individuals on social media

In this study, we explored how social media, particularly social networking sites, serve as informal learning environments for lesbian, gay, bisexual, transgender, questioning, and otherwise-identified (LGBTQ) individuals during formative stages of their evolving LGBTQ identity. We conducted semi-structured interviews (N = 33) probing LGBTQ individuals’ use of social media and identified three educational uses tied to online information seeking: traditional learning (e.g., information seeking about LGBTQ-related issues), social learning (e.g., observing role models or other LGBTQ individuals’ behavior and experiences), and experiential learning (e.g., experimenting with online dating sites and dating apps). These experiences were especially common during the coming out process. Participants also reported a fourth educational function, teaching (e.g., sharing information with others about their experiences as an LGBTQ individual). Teaching was more common among individuals who were out and those with less common identities (e.g., asexual and transgender). Several affordances of social media, including visibility, association, persistence, anonymity, and interactivity enabled these learning experiences.     

The social sharing of emotion (SSE) in online social networks: A case study in Live Journal

Social Sharing of Emotion (SSE) occurs when one person shares an emotional experience with another and is considered potentially beneficial. Though social sharing has been shown prevalent in interpersonal communication, research on its occurrence and communication structure in online social networks is lacking. Based on a content analysis of blog posts (n = 540) in a blog social network site (Live Journal), we assess the occurrence of social sharing in blog posts, characterize different types of online SSE, and present a theoretical model of online SSE. A large proportion of initiation expressions were found to conform to full SSE, with negative emotion posts outnumbering bivalent and positive posts. Full emotional SSE posts were found to prevail, compared to partial feelings or situation posts. Furthermore, affective feedback predominated to cognitive and provided emotional support, empathy and admiration. The study found evidence that the process of social sharing occurs in Live Journal, replicating some features of face to face SSE. Instead of a superficial view of online social sharing, our results support a prosocial and beneficial character to online SSE.     

Demographic and psychosocial variables associated with good and bad perceptions of social media use

Social Exchange Theory suggests that adults evaluate good and bad consequences of social relationships they experience, so the present study expected them to also report good and bad perceptions of social media, with perceptions varying according to demographic and psychosocial characteristics. Study participants included 201 working adults (74.6% women; 90.0% Caucasian; mean age = 44.8 years) who completed online surveys to report demographics (gender, age, children, work hours, health problems), psychosocial variables (anger, self-esteem, job satisfaction, family support, friend support), and perceptions of good and bad consequences of using social media. ANCOVAs to examine demographic variables revealed that good perceptions of social media were most reported by younger individuals, and bad perceptions of social media were reported most by younger individuals and those with health problems. Multiple regression analyses to examine psychosocial variables revealed that good perceptions of social media were reported most by angry individuals with strong friend support, and bad perceptions of social media were reported most by angry individuals with low self-esteem. One interpretation of present results is that individuals use social media as a coping behavior to release anger and gather social support, although it may also produce social criticism, feeling left out, and reduced self-esteem.     

Exploring the relationship between adolescents' self-concept and their offline and online social worlds

Recent research has established online social lives as a significant aspect of adolescents' lives and development. The current study considered the relationship between adolescents' offline (i.e., ‘real life’) and online social worlds and their self-concept, which is a broad indicator of well-being during adolescence. In this quantitative study, 733 adolescents between the ages of 10 and 18 (M = 15, SD = 2.33) were surveyed about their online and offline social worlds and self-concept. Regression analysis revealed the moderating effect of online socializing in the relationship between offline social life and general self-concept, consistent with a ‘Rich Get Richer’ hypothesis of online use.     

The social side of gaming: How playing online computer games creates online and offline social support

Online gaming has gained millions of users around the globe, which have been shown to virtually connect, to befriend, and to accumulate online social capital. Today, as online gaming has become a major leisure time activity, it seems worthwhile asking for the underlying factors of online social capital acquisition and whether online social capital increases offline social support. In the present study, we proposed that the online game players’ physical and social proximity as well as their mutual familiarity influence bridging and bonding social capital. Physical proximity was predicted to positively influence bonding social capital online. Social proximity and familiarity were hypothesized to foster both online bridging and bonding social capital. Additionally, we hypothesized that both social capital dimensions are positively related to offline social support. The hypotheses were tested with regard to members of e-sports clans. In an online survey, participants (N = 811) were recruited via the online portal of the Electronic Sports League (ESL) in several countries. The data confirmed all hypotheses, with the path model exhibiting an excellent fit. The results complement existing research by showing that online gaming may result in strong social ties, if gamers engage in online activities that continue beyond the game and extend these with offline activities.     

Determinants of negative word-of-mouth communication using social networking sites

At present, as customers often turn to social media platforms to share their service experience, this study aims to examine the determinants of their negative word-of-mouth communication using social networking sites following a service failure. Although many studies have examined the electronic word-of-mouth communication, studies on negative word-of-mouth communication using social media platforms remain sparse. Building on the cognitive dissonance theory and social support theory, this study proposes and empirically examines the role of contextual, individual and social networking factors in determining the customers’ intentions to engage in negative word-of-mouth communication using social networking sites. Self-reported retrospective survey was used to obtain responses from 206 online shoppers. The results of the structural equation modelling showed that feeling of injustice, firm attribution, firm image, face concern, reappraisal, use intensity and tie strength are key antecedents of negative word-of-mouth communication. The findings provide valuable insights for managers in developing effective Webcare interventions for negative word-of-mouth communication on social networking sites.     

The effects of collective MMORPG (Massively Multiplayer Online Role-Playing Games) play on gamers’ online and offline social capital

This study examines the impact of collective MMORPG play on gamers’ social capital in both the virtual world and the real world. Collective MMORPG play is conceptualized as the frequency of joint gaming actions and gamers’ assessment of the experience in MMORPG guilds and groups. Social capital at the individual level refers to the resources and support provided by bonding and bridging social networks; collective-level social capital refers to people’s civic engagement. A two-wave online survey was conducted to collect data from 232 Chinese MMORPG players.Two structural equation models were developed to test whether collective play influences offline social capital via the mediation of online social capital; the results did not demonstrate the existence of mediation effects. Specifically, collective play positively influences gamers’ online bonding social capital, online bridging social capital and online civic engagement. The effect of collective play on offline bonding and bridging social capital is not significant; the effect of online bonding/bridging social capital on offline bonding/bridging social capital is not significant either. The study finds a significantly positive impact of collective play on offline civic engagement. The effect of online civic engagement on offline civic engagement is not significant. In contrast with collective play, the time of gaming is found to negatively influence online and offline social capital.This study contributes to the knowledge of social capital because it tests the effects of new media on online and offline social capital in the Chinese culture. In addition, this study provides empirical evidence for the positive effects of online games and highlights the social experience in MMORPG play and how it influences gamers’ social networks and collective participation.     

Social media and online health services: A health empowerment perspective to online health information

This study investigates how differences in the use of online health information and social media affect the use of online health services. We attempt to predict the extent to which the use of social media and online health information prompt individuals to use online health services. We draw upon a combination of sociology and communication studies and integrate relational maintenance assumptions regarding the quality of online social relationships to promote the importance of health empowerment factors–socio-demographic characteristics, internet attitudes and health status models to predict the likelihood of using online health services. The study’s sample consists of 1406 individuals using the Internet, including 633 individuals using the Internet and social media to look for health information. The study’s results provide evidence that (a) online health information empowers most of the examined individuals to use online health services; (b) among all social media only those that offer consulting have a significant effect on the likelihood of using online health services. The implications of these findings support that a conceptual integration of CMC and social media use theories along with health empowerment assumptions, is a promising theoretical framework to test the effectiveness of social media use in prompting use of online health services. The practical applications for health management are highlighted as well. Finding practical and affordable ways to support the use of social media and encourage access to online health information and use of online health services could improve health literacy and self-management of health at the individual level and increase the efficiency in the provision of health services at the institutional level.     

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.     

Delineating the dimensions of social support on social networking sites and their effects: A comparative model

Social networking sites (SNSs) allow users to connect with each other by overcoming geographical and temporal boundaries and thus empower people to search for social support from online. Social support has been considered a key social value that online users can obtain from SNSs. However, few studies have systematically investigated social support in such a context. Motivated to address this gap, we have developed an advanced and theoretical framework to delineate social support on SNSs by clearly revealing the dimensions of online social support on SNSs and examining their effects on users' commitment and SNS continuance. Further, we introduce gender as a key moderator and explain in theory how differently men and women perceive the importance of the dimensions in evaluating online social support over SNSs. Our research results indicate that the identified three dimensions (informational support, emotional support, and network management) are important components of the online social support on SNSs, which is positively associated with commitment and continuance. In addition, the weight of each dimension in the evaluation of online social support varies by gender. This study is among the very first to explore online social support in the context of SNS and its effects, and has rich theoretical and practical implications.     

A motives framework of social media website use: A survey of young Americans

Social media is increasingly important in daily life and is an especially important social interaction mechanism for young people. Although research has been conducted evaluating user types based on motives for using social media, no such framework has been extended to social media websites. We extend previous research by evaluating the underlying structure of social media website usage motivations using a 13 item survey and evaluations from 19 different social media websites administered to 1686 young Americans. Using a multidimensional scaling approach, we uncover 2 major motive dimensions underlying social media website use: fun-related and content-specific. Based on the derived dimensions, we generate a graphical “quadrant” system for classifying social media websites and depict all 19 social media sites based on their quadrant. We propose that our quadrant system can be used by other researchers to further refine understanding of social media website usage motives.     

The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach

The current study reconceptualized self-construal as a social cognitive indicator of self-observation that individuals employ for developing and maintaining social relationship with others. From the social cognitive perspective, this study investigated how consumers’ self-construal can affect consumers’ electronic word of mouth (eWOM) behavior through two cognitive factors (online community engagement self-efficacy and social outcome expectations) in the context of a social networking site. This study conducted an online experiment that directed 160 participants to visit a newly created online community. The results demonstrated that consumers’ relational view became salient when the consumers’ self-construal was primed to be interdependent rather than independent. Further, the results showed that such interdependent self-construal positively influenced consumers’ eWOM behavioral intentions through their community engagement self-efficacy and their social outcome expectations.     

Herd behavior in social media: The role of Facebook likes,strength of ties,and expertise

When do social media users click on sponsored content or intend to visit the website at a later time? A qualitative comparative analysis (QCA) using arguments based on herd theory, strength of ties, and social distance shows that only “likes” from socially close and knowledgeable users can consistently generate click-through or view-through intentions. Considering social tie strength in a herd behavior context, the analysis of sufficient configurations for click- and view-through intentions provides a nuanced perspective on social media user behavior and social influence. For instance, click-through intention requires observing a “like” from a close person, while view-through intentions can also develop after observing “likes” from less close acquaintances, yet in the last case only if the user assumes the acquaintance is better informed regarding the sponsored content. In addition, a “like” from a close friend deemed better informed can even make a user click on a sponsored content that was not considered valuable before.     

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.     

Incidental exposure to news: Predictors in the social media setting and effects on information gain online

Employing two studies, this paper investigates incidental exposure to news online in terms of its influence on individual learning about public affairs as well as its predictors in the social media environment. Study 1, using an experimental design, shows that incidental exposure to news has significant effects on an individual's recognition and recall of information in news stories. The effects of incidental exposure on recall are mediated by actual exposure to information in the news (spending some time on reading), suggesting gateway effects of initial exposure by accident. Employing a national survey, Study 2 finds that social media network heterogeneity and proportion of weak ties are positively associated with likelihood of incidental exposure to news online, while most variables of individual characteristics are not. The significant effects of structural factors found suggest that incidental exposure can limit consequences of selective exposure. Further implications of the findings are discussed.     

The Janus face of Facebook: Positive and negative sides of social networking site use

There is an increasing awareness that social networking site (SNS) use includes a socio-psychologically positive and a negative side. However, research remains largely silent on which side dominates in driving SNS use. To address this gap and to better understand the nature of SNSs we examine the positive and negative drivers of SNS use in parallel. We draw on the uses and gratifications theory and place social enhancement and interpersonal connectivity as the socio-psychologically positive gratifications and exhibitionism and voyeurism as the adverse gratifications predicting SNS use. We further link these gratifications to two key psychological needs, namely self-presentation and the need to belong. We conceptualize our dependent variable, SNS use, as a multi-dimensional second-order construct that consists of content production, content consumption, amount of usage, and comprehensiveness of one's profile information. We use longitudinal data from Facebook users to test our research model. The results show that exhibitionism, voyeurism and interpersonal connectivity predict SNS use. Furthermore, the number of friends in the SNS decreases the effect of exhibitionism and increases the effect of social enhancement. Altogether, the role of exhibitionism and voyeurism in predicting SNS use underscores the need for increased awareness of the socio-psychologically dark side of SNSs.     

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.     

The roles of media capabilities of smartphone-based SNS in developing social capital

Smartphone-based social networking service (SNS) is widely used as a key social platform that promotes users to build and maintain interpersonal relationships. However, little is known about the main characteristics of smartphone-based SNS that strengthen social relationships. By combining studies of mediated-communication namely, media richness and social presence with the social capital theory, this study proposes that the advanced media capabilities of smartphone-based SNS enable users to develop bridging and bonding social capital. Moreover, the study suggests that advanced media richness increases social presence referring to the feeling of being connected with others in virtual environments. As a key outcome of social capital in the context of smartphone-based SNS use, user satisfaction is considered. The results indicate that first, media richness and social presence, which represent media capabilities of smartphone-based SNS, greatly increase bridging and bonding social capital. Second, media richness enhances social presence in the context of smartphone-based SNS use. Finally, bridging and bonding social capital are key determinants of user satisfaction with smartphone-based SNS. Discussion and implications on the results are presented.     

Triggering participation: Exploring the effects of third-person and hostile media perceptions on online participation

Using a 2 × 3 mixed between-within subjects experiment (N = 102), we tested how the presence of online comments affects self-other differences and perceptions of media bias, as well as factors predicting subjects’ likelihood of commenting on an online news story. We found that (a) presence of comments lowers self-other differences and consequently attenuates the third-person effect, and (b) perceptions of media bias significantly predict likelihood of commenting. Additionally, we found that subjects were more likely to comment on stories they found biased against their position as a form of corrective action, and that subjects were more likely to share and like stories they found biased in favor of their position as a form of promotional action.