Effects of brand anthropomorphism on consumer-brand relationships on social networking site fan pages: The mediating role of social presence

This study aimed to investigate the effects of brand anthropomorphism on consumer-brand relationships in a social media marketing context. We hypothesized that anthropomorphism on a brand’s Facebook fan page can strengthen the relationships between brands and consumers by yielding both social presence and a positive inference regarding the brand’s quality as a relationship partner. Our longitudinal experiment confirmed the effects of brand anthropomorphism on consumer-brand relationships on social media and the mediating role of social presence. The results suggest that when the anthropomorphized brand had relationships with consumers, a favorable attitude was shown toward the brand. Further, the participants perceived the anthropomorphized brand as a trustworthy relationship partner, giving more “Likes” for the posts from the anthropomorphized brand than those from the non-anthropomorphized brand. Further, the results confirmed that these favorable relationships were maintained even after the participants became aware of a brand transgression.     

The impact of online brand community characteristics on customer engagement: An application of Stimulus-Organism-Response paradigm

The advent of interactive digital platforms has led people to progressively interact on such platforms, urging organizations to create online communities to engage customers with them and with each other to enhance brand loyalty. This study attempts to investigate what motivates customers to engage in these brand communities. Through a questionnaire survey of 430 Facebook users, this study investigates whether and how the unique characteristics (information quality, system quality, virtual interactivity, and rewards) of online brand communities affect customer engagement. The consequent effect of customer engagement on brand loyalty is also examined. This study frames and empirically validates a model for engaging customers with online brand communities on Facebook, considering the moderating role of gender. The Stimulus-Organism-Response paradigm is solicited to justify the theoretical background of this study. The data were analyzed using structure equation modelling. Results reveal that each of the characteristics positively influences customer engagement, with information quality and virtual interactivity bearing the strongest influence. Customer engagement also exhibits a strong positive impact on brand loyalty. This results further reveal that gender gap in the online environment is declining as the impact of all the four characteristics of online brand communities on customer engagement was invariable across male and female members.     

Gratifications of using Facebook,Twitter, Instagram,or Snapchat to follow brands: The moderating effect of social comparison,trust, tie strength,and network homophily on brand identification,brand engagement,brand commitment,and membership intention

Applying uses and gratifications theory (UGT), this study examined consumers’ use of one of four social networking sites (SNSs): Facebook, Twitter, Instagram, or Snapchat, for following brands, and their influence on brand community-related outcomes. Results (N = 297) indicated Snapchat users scored highest for passing time, sharing problems, and improving social knowledge, while Instagram users scored highest for showing affection, following fashion, and demonstrating sociability. Twitter users had highest brand community identification and membership intention, while Instagram users had highest brand community engagement and commitment. Attention to social comparison, SNS trust, tie strength, and homophily also significantly moderated the relationship between frequent use of each SNS to follow brands, and brand community-related outcomes. Implications for future research on SNS users’ goal-directed consumption behaviors are discussed.     

User-orientated perspective of social media used by campaigns

Campaigns have increasingly resorted to Facebook because it has the highest number of users among social media platforms. The question as to whether Facebook is a more favorable choice of social media than a blog for political purposes must be addressed. In this comparative study, cross-sectional data collected in the 2009 and 2014 Taiwan local elections were used for exploring the differences among voter motivations, perceived credibility, and dependency between the use of political blogs and Facebook. In addition, the impact factors regarding the relationship between blogs and Facebook dependency were analyzed. The findings indicate that voter motivations, perceived credibility, and dependency were higher for political blogs than they were for Facebook, suggesting that in a political context, people prefer blogs to Facebook. The results of regression analyses indicate that the motivation for debating political topics was a significant predictor of the dependency on blogs, whereas motivations for general information and entertainment were related to Facebook use. The perceived credibility was not related to blog use; however, accuracy and information depth were significant factors for the use of Facebook. The reasons for the differences between peoples’ use of political blogs and Facebook are discussed in this paper. This study advances our understanding on the variations in people’s use of different social media platforms in a political context, and few studies have investigated this topic from a user-oriented perspective.     

Social media and expressive citizenship: Understanding the relationships between social and entertainment expression on Facebook and political participation

Substantial research has explored the political significance of social media use in the context of collective actions. Yet much remains unknown about whether common, day-to-day, nonpolitically oriented activities on social media relate to political engagement. Focusing on Facebook, the primary social media platform for most Americans, this study investigates whether and how social and entertainment expression on the site are associated with political participation among a diverse online sample of American adults. Results show that social and entertainment expressive Facebook use are indirectly associated with political participation through political communication in the form of interactive political expression on the site. In addition, findings demonstrate that social expressive use is also conducive to political participation via offline political talk, but entertainment expressive use is not significantly related to political talk in offline settings. Further analysis shows that the interactions between political interest and each of the expressive uses are largely insignificantly related to political communication and participation. Overall, the study’s findings help to clarify the distinctions between the two types of nonpolitical Facebook use and the underlying process by which these uses contribute to political participation.     

A feminine burden of perfection? Appearance-related pressures on social networking sites

This study examines how social networking sites (SNS) are experienced as a source of appearance-related pressures for men and women in Finland. We explored the differences between two platforms, Facebook and Instagram, in the probability be linked with experiences of social media -caused appearance-related pressures, and tested if these experiences are gendered. Finally, we investigated whether the number of friends or followers affected the probability of experiencing appearance-related pressures for men and women. We approach these questions with unique data nationally representative of the Finnish population aged 18–74 (N = 3724), and offer insights into the discussion on the relationship between social media and appearance-related pressures. Our findings suggest that both gender and age are associated with experiences of appearance-related pressures engendered by social media. The propensity to report social media as a source of appearance-related pressures is higher particularly for younger women. The preferred social network site was connected to experiencing appearance-related pressures. Both male and female Instagram users were more likely to perceive appearance-related pressures than male and female Facebook users. The number of followers increased the likelihood of Instagram users to perceive social media -caused appearance-related pressures, however, the effect was apparent only for women.     

Entertainment 2.0? The Role of Intrinsic and Extrinsic Need Satisfaction for the Enjoyment of Facebook Use

While intrinsic motivation has received broad attention in recent entertainment research, the effects of extrinsic motivation, such as social pressure to use media, on media enjoyment remain unknown. Based on an online‐survey (N = 230), this study tested the effects of intrinsic need satisfaction and perceived social pressure on the enjoyment of Facebook use with structural equation modeling. The results reveal complex effects of extrinsic motivation: While social pressure negatively affected autonomy need satisfaction, it was positively related to competence and relatedness need satisfaction. This study is the first to develop and test a theoretical model of entertainment experience in the context of social media use and to theoretically integrate the role of extrinsic need satisfaction in media enjoyment.     

User settings for advertising optimization on Facebook: Active customer participation or settings blindness?

Facebook and many other social media companies act on information markets with various player groups, which are differentiated by the kind of payment, one group paying with money (normally, advertisers) and the other group paying with their personal data or their attention (i.e., Facebook’s users being simultaneously the advertisers’ potential customers). In order to minimize users’ problems with (rather annoying) ads on digital services, some providers offer user settings for the optimization of advertising. We analyzed the information behavior of Facebook users concerning ad settings with the help of an online survey (N = 1,021). Only about 40% of participating Facebook users know about personalization of settings of their advertising preferences. More than 20% of the users who work with Facebook’s advertising optimization are satisfied since the changes, but 35% are unsatisfied, and another 32% have a generally negative attitude towards online advertising. To describe customers’ disregard or ignorance of settings we introduce the term “settings blindness.” Especially the users’ gender and their educational background influence the information behavior concerning advertisement settings. The results have practical implications for Facebook users (namely, setting their own preferences for ads and thus seeing only personally customized ads), for Facebook and other social media companies (producing less annoying ads leading to a better customer loyalty and maybe more trust in the service), and for advertisers on social media (improving the correct addressing of the target groups).     

How do uncertainty reduction strategies influence social networking site fan page visiting? Examining the role of uncertainty reduction strategies,loyalty and satisfaction in continuous visiting behavior

Nowadays, it is common for people to find product or service information from various information sources on social networking sites (SNS). Among many embedded communication tools in SNS, our study focuses on fan pages and page followers, highlighting their continuous visiting behavior to company fan pages in the context of Facebook. Based on uncertainty reduction theory, our study proposes a research model examining the relationship between uncertainty reduction strategies and continuous visiting behavior, mediated by the low level of uncertainty. In addition, we employ the perceived usefulness of postings on fan pages as a mediator between uncertainty and visiting behavior. Lastly, we adopt two moderating factors: SNS satisfaction and SNS loyalty. To test hypotheses, we analyzed survey data from 189 Facebook users who have subscribed to at least one fan page on Facebook using a partial least squares (PLS) method. We found that uncertainty reduction strategies are positively associated with a low level of uncertainty about information regarding products or services on fan pages. In addition, perceived usefulness of postings is significantly accounted for by the low level of uncertainty. Both the low level of uncertainty and usefulness of postings explain continuous visiting behavior jointly. Our research findings also revealed that SNS satisfaction and SNS loyalty have significant moderating effects on the relationships between the low level of uncertainty/perceived usefulness and continuous visiting behavior. Based on research findings, implications and limitations are discussed.     

User acceptance of media tablets: An empirical examination of perceived value

Media tablets have been one of the most innovative and popular mobile devices with the rapid development of mobile computing technology. The purpose of this study is to offer a clear understanding of the overall adoption processes by starting from the characteristics of a media tablet to adoption intention via perceived value. This study investigates the relationships between the value of media tablet (e.g., usefulness, enjoyment, social image, and risk) and the product characteristics (e.g., design, functionality, contents, brand, and price). Perceived benefits including perceived usefulness, perceived enjoyment, and social image seem to have a greater impact than the level of perceived sacrifice on perceived value. Perceived usefulness is the strongest factor determining adoption intention through perceived value. An innovative design affects social image, and brand name positively affects both perceived usefulness and social image. Functionality and content have a positive influence on both perceived usefulness and enjoyment. Price positively affects perceived risk. This research also finds that smartphone experience moderates the effect of perceived usefulness on perceived value, and personal innovativeness offsets the negative effect of perceived risk on perceived value as a moderator. These findings contribute a number of implications for academia and practitioners.     

The use of Facebook for political commentary in South Africa

The use of the Internet, and especially social media networks, is becoming increasingly relevant for 21st century politics, not only for political campaigning purposes, but also as a platform to encourage the public to engage in political discourse. This study considers comments posted on two South African political party Facebook sites: the African National Congress’ (ANC); and the Democratic Alliance’s (DA). It examines how both the South African public and the political parties are using the site for discussion, debate and opinion formation. The study also investigates the perceived benefits and challenges that are offered to members of the Facebook groups. According to the findings, the public are using the Facebook site(s) to engage in discussion of a political nature as well as using the platform to connect with each other and share political information in new ways. However, it is this article’s contention that the two political parties are not fully capitalising on the potential offered by Facebook.     

Social comparison as a double-edged sword on social media: The role of envy type and online social identity

Several studies have explored the psychological consequences of social comparison in SNS usage. This paper aims to explore the behavioral outcomes of social comparison through the underlying mechanisms of benign and malicious envy on Facebook. The paper also examines the role of online social identity in predicting benign and malicious envy. Based on multi-wave data collected from 469 Facebook users in Pakistan, we found that Facebook user's social comparison provoked benign and malicious envy; benign envy, in turn, triggered self-improvement intention, and malicious envy triggered negative gossiping. Moreover, user's online social identity moderated the social comparison-envy relationship such that the positive relationship of social comparison and benign envy was stronger, and the positive relationship of social comparison and malicious envy was weaker when the user's online social identity was high. The study contributes to social media literature by examining the behavioral outcomes of social comparison on social media and discusses empirical implications for policymakers, advertisers, SNS providers, SNS designers, educators, and users.     

The future of online social networks (OSN): A measurement analysis using social media tools and application

The explosion of online social networks (OSN) has created an interactive and communicative global phenomenon that has enabled billions of users to connect to other individuals on Facebook and Twitter but also with media sharing platforms such as Instagram and Pinterest. This study examines the current use of social media platforms and explores the factors that help define the long term implications of social media. The study employed a nationwide survey collected from 2012 to 2013 and is available from the PEW Internet research center of more than 2000 American citizens’ behaviour towards OSNs. The results revealed strong predictors of OSN that form the connections among users; and the core significant predictors: age, gender and access to mobile Internet that foster the adoption and usage of OSN in the future. Furthermore, online activities such as posting video content on social networks also highlighted the online usage patterns and trends of using social media to actively engage with other users more willingly than text. This is due to the viral nature of online media sharing on social media and as part of the video viewing and creating experience. An outline of practical implications of the findings and areas for future research is also discussed.     

Social networking in the aging context: Why older adults use or avoid Facebook

Despite a growing body of research about older adults’ use of social networking sites (SNS), scholars have not fully explored how this technology is meeting this group’s interactional and information-seeking needs. How do these older adults view this technology? What are their communication needs and expectations and why are they drawn to it? To address these questions and fill a gap in the literature, this study draws upon in-depth interviews with 46 older adults (average age: 80.4 years) about their perceptions of Facebook, which was the leading SNS at the time of writing. Analysis of interview data revealed six primary reasons for using Facebook (keeping in touch, sharing photos, social surveillance, responding to family member requests, convenient communication, curiosity) and six primary reasons for not using Facebook (privacy, need for media richness, preference for familiarity, triviality of communication, time commitment, frustration with site tools). Emergent findings hold implications for future research and SNS design.     

Facebook as a second screen: An influence on sport consumer satisfaction and behavioral intention

Little research has examined the use of social media as people watch live sporting telecasts—an activity that has been referred to as the second screen phenomenon. The paper proposes and tests a second screen consumer engagement model that captures the actions of Facebook users (N = 299) while watching a live sport telecast. Findings highlight the direct and indirect effect of social camaraderie, subjective norm, fan emotion and purposive needs on sport consumers’ satisfaction and behavioral intention. The behavioral intention of consumers when using Facebook as a second screen was associated with the increased likelihood of using the platform to purchase team products, make recommendations and investigate sponsors. The proposed model contributes to the emerging literature highlighting the increasing importance of social media as an interactive support channel when people watch live telecasts. The findings have practical implications for managers by providing insights and understanding of consumers when watching telecast sport. Although tested with Thai English Premier League fans, the findings will have relevance across different sports and other business sectors.     

Reexamining the relationship between social media and happiness: The effects of various social media platforms on reconceptualized happiness

The current study reexamined the relationship between social media use and happiness by broadening the scope of social media and rethinking the conceptualization of happiness. Specifically, this study included platforms other than Facebook and tested differential effects of each platform. Because happiness is not entirely relative, it was hypothesized that social comparison would influence only relative happiness, which is only one part of overall happiness. A two-wave longitudinal survey among Korean females revealed that the use of blogs, Instagram, and LinkedIn is positively associated with social comparison at Wave 1 (W1), whereas Twitter is negatively associated. LinkedIn use was most strongly associated with social comparison. In turn, social comparison at W1 negatively predicted relative happiness at W2 (“I am happier than my friends”) but did not predict overall happiness at W2. Social media may lead us to believe that other people’s lives are better through social comparison. However, such comparison influences only part of overall happiness or life satisfaction. Without social comparison, social media have the potential to make us happier.     

Elucidating determinants of customer satisfaction with live-stream shopping: An extension of the information systems success model

Live-stream shopping has witnessed a leap in development since the coronavirus disease 2019 outbreak. However, research exploring the determinants of live-stream customer satisfaction remains limited. The current study integrated the information systems success model, argument quality, media richness theory, and the source credibility model to investigate the indicators of customer satisfaction with live-stream shopping. Structural equation modeling and AMOS24 were employed to analyze data collected from 237 Chinese consumers. The results indicate that consumers’ satisfaction with live-stream shopping was determined by the quality of information, services, and arguments. Both source expertise and media richness were significant antecedents of information, service, and argument quality. In addition, social presence mediated the relationships of media richness with information, service, and argument quality. Finally, the mediating roles of trustworthiness in the relationships of source expertise with information, service, and argument quality were confirmed.     

Understanding the relationship between intensity and gratifications of Facebook use among adolescents and young adults

Facebook is a well-known computer-mediated communication platform considered popular among adolescents and young adults. New media scholars have coined the term “intensity of Facebook use” (IFU) for the concept that measures the emotional and affective attitude towards Facebook use among young people. IFU is an important service use concept that has been positively linked with the different psychosocial outcomes of student well-being. However, only a limited amount of the prior literature has investigated the relationship between IFU and different Facebook uses and gratifications (U&G). The existing literature suggests inconsistent findings with a sole emphasis on young adults. To address these gaps, the present study has investigated the differential role of different Facebook U&G among adolescents and young adults in predicting IFU. A total of three cross-sectional data sets (N = 373, 107, 105) represented adolescents and university-attending young-adult Facebook users. The study results suggest that process U&G do and content U&G do not play any significant role in predicting IFU. Adolescents and young adults differ in their sought Facebook U&G. In addition to this, cultural differences were observed in the sought Facebook U&G and their differential role in predicting IFU.     

A meta-analytic review of the relationship between social media use and employee outcomes

Employees’ social media use and its relationships with work-related outcomes have received significant research attention in recent years. Extant research, however, has provided neither consistent findings regarding the extent and direction of such relationships nor consensus on potential moderators involved. To provide robust conclusions about the association between social media use and employee outcomes which could inform research and practice, a systematic culmination of findings from 29 empirical works published in peer-reviewed journals from 2009 to 2018 was conducted. The meta-analytic review assessed the relationships between employees’ social media use and employee outcomes (job performance, job satisfaction, work engagement, emotional exhaustion, and work-life conflict) and their moderators (types of social media, purposes of use, and background variables). The results of the random-effects model suggest that social media use, in general, had significant, small, positive relationships with job performance, job satisfaction, work engagement, and work-life conflict. Its relationship with emotional exhaustion, however, was significant but negligible. The sub-group and meta-regression analyses further identified the moderators among the positive associations found: purpose of social media use moderated the relationships of social media use with job performance and job satisfaction while job position moderated the association between social media use and job satisfaction.     

The Social Media Basis of Youth Protest Behavior: The Case of Chile

Protest activity has become a central means for political change in Chile. We examine the association between social media use and youth protest, as well as mediating and moderating mechanisms of this relationship, using survey data collected in Chile in 2010. We found that Facebook use was associated significantly with protest activity, even after taking into account political grievances, material and psychological resources, values, and news media use. The link between overall Facebook use and protest activity was explained by using the social network for news and socializing rather than when it was used for self‐expression. Postmaterialist values and political ideologies were not found to moderate the association between Facebook use and protest.