Applying uses and gratifications theory and social influence processes to understand students' pervasive adoption of social networking sites: Perspectives from the Americas

2016 ◽  
Vol 36 (2) ◽  
pp. 192-206 ◽  
Author(s):  
Princely Ifinedo
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Uses And Gratifications Theory

scholarly journals Spanish academics and social networking sites: Use, non-use, and the perceived advantages and drawbacks of Facebook, Twitter, LinkedIn, ResearchGate, and Academia.edu

First Monday ◽  
2019 ◽  
Author(s):  
Francisco Segado-Boj ◽  
Jesús Díaz-Campo ◽  
Erika Fernández-Gómez ◽  
María-Ángeles Chaparro-Domínguez
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Uses And Gratifications Theory ◽  
University Professors ◽  
Level Of Use ◽  
Depth Interviews

This study examines Spanish academics’ motives for using social networking sites (SNS) and their perceptions regarding the limitations of and drawbacks to social media. We analyse 18 in-depth interviews conducted with Spanish university professors chosen according to their disciplines, academic ranks and level of use. Our findings confirm prior research based on the uses and gratifications theory. Thus, we conclude that SNS are used for managing content, identifying experts in a researcher’s field of knowledge. In addition, academics need to manage different personal identities in each SNS they use.

scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals LuluLemon's Instragram strategy: a qualitative content analysis using uses and gratifications theory

2021 ◽  
Author(s):  
Elise Moore
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Uses And Gratifications ◽  
Qualitative Content Analysis ◽  
Uses And Gratifications Theory ◽  
Corporate Marketing ◽  
Related Information

Social Networking Sites (SNSs) have become increasingly integral to corporate marketing in recent years. Instagram is a newer platform that corporations have added to their digital media marketing presence. The aim of this MRP is to investigate Lululemon Athletica’s presence on Instagram by examining the specific techniques they employ to satisfy users’ Uses and Gratifications. 10 Lululemon Instagram posts were sampled for this study. From these posts, the first 50 comments were collected and coded using Whiting and Williams’ (2013) coding schema. This study highlights the value in (1) brands sharing useful brand and product-related information, and (2) interacting with consumers by responding to their comments and posing Socratic questions to spur dialogue and further engagement.

scholarly journals Self-disclosure in social networking sites

2015 ◽  
Vol 25 (2) ◽  
pp. 279-299 ◽  
Author(s):  
Christy Cheung ◽  
Zach W. Y. Lee ◽  
Tommy K. H. Chan
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Social Exchange ◽  
Social Networking Sites ◽  
Service Providers ◽  
Personal Information ◽  
Integrated Model ◽  
Perceived Benefits ◽  
Self Disclosure ◽  
Content Type

Purpose – The purpose of this paper is to examine the relative impacts of perceived cost, perceived benefits, and social influence on self-disclosure behaviors in social networking sites under an integrated theoretical framework. Design/methodology/approach – Building upon social exchange theory and privacy calculus theory, an integrated model was developed. The model was tested empirically using a sample of 405 social networking site’s users. Users were required to complete a survey regarding self-disclosure behaviors in Facebook. Findings – The results indicate that social influence is the factor which exhibits the strongest effect on self-disclosure in social networking sites, followed by perceived benefits. Surprisingly, perceived privacy risk does not have any significant impact on self-disclosure. Research limitations/implications – The results inform researchers about the importance to incorporate social influence factors and cultural factors into future online self-disclosure study. Practical implications – The results suggest that users focus on the benefits as well as social influence when they decide to reveal personal information in social networking sites, but pay less attention to the potential privacy risks. Educators are advised to launch educational programs to raise students’ awareness to the potential risks of self-disclosure in social networking sites. Service providers of social networking sites are encouraged to provide intuitive privacy indices showing users the levels of privacy protection. Originality/value – This paper is one of the first to develop and empirically tests an integrated model of self-disclosure in social networking sites.

Understanding social influence on mobile social networking sites: A social support perspective

2017 ◽  
Vol 35 (2) ◽  
pp. 220-229 ◽  
Author(s):  
Tao Zhou
Keyword(s):  
Social Support ◽  
Social Influence ◽  
Social Networking ◽  
Emotional Support ◽  
Social Networking Sites ◽  
Service Providers ◽  
Informational Support ◽  
Mobile Social Networking ◽  
The Social ◽  
Mobile Sns

Due to the social networking relationship, users’ continuance of social networking sites (SNS) may receive social influence from their peers and referents. This research identified the effect of social support on social influence in mobile SNS. Social support consists of both informational support and emotional support. Social influence is reflected by three factors: subjective norm, social identity and group norm. The results suggested that social support has a significant effect on social influence. The results imply that service providers need to build a supportive climate in order to facilitate social influence and users’ continuance usage.

Enhancing brand loyalty through online brand communities: the role of community benefits

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Travis K. Huang ◽  
Yi-Ting Wang ◽  
Kuan-Yu Lin
Keyword(s):  
Social Influence ◽  
Social Networking ◽  
Brand Loyalty ◽  
Social Networking Sites ◽  
Special Treatment ◽  
Community Satisfaction ◽  
Content Type ◽  
Brand Communities ◽  
Community Benefits ◽  
Perceived Interactivity

Purpose This study aims to examine members’ perceptions of interactivity in brand communities on social networking sites in the Super Basketball League (SBL) context in Taiwan. Design/methodology/approach The proposed model was empirically evaluated using survey data collected from 332 followers of the SBL teams’ Facebook pages on their perceptions of brand communities. Structural equation modeling was used to examine the relationships in the research model. Findings The results suggest significant relationships between perceived interactivity and community benefits, including special treatment, social influence, sense of membership and the notion that community satisfaction has a strong and positive effect on brand loyalty. Both social influence and a sense of membership positively affect community satisfaction. However, special treatment negatively affects community satisfaction. Perceived interactivity positively affects a sense of membership and social influence, which, in turn, positively affect community satisfaction. Originality/value This study examines the effects of members’ perceived interactivity and community benefits. The results significantly advance the understanding of the antecedents of members’ loyalty to specific brands. The study offers insights into practical ways of improving community satisfaction and brand loyalty by running brand communities on social networking sites. The findings also augment the theory of brand management.

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