Strategic donor engagement on mobile social networking sites for mobile donations: a study of millennial WeChat users in China

2017 ◽  
Vol 11 (1) ◽  
pp. 26-44 ◽  
Author(s):  
Yi-Ru Regina Chen
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Mobile Social Networking

The Role of Individual-Media Relationship and Consumer Personal Factors on Spanish Teenagers' Mobile Social Networking Sites Usage

2014 ◽  
Vol 6 (3) ◽  
pp. 18-33
Author(s):  
Carla Ruiz-Mafé ◽  
Silvia Sanz-Blas ◽  
José Martí-Parreño
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Daily Basis ◽  
Personal Factors ◽  
Weekly Basis ◽  
Media Dependency ◽  
Mobile Social Networking ◽  
Managerial Implications ◽  
And Gender

Social Networking Sites (SNS) are gaining momentum as powerful tools of marketing communications. Mobile phones are becoming one of the most popular devices for accessing Social Networking Sites. In Spain, 44% of Social Networking Sites users access these sites on a daily basis while 79% of them access these sites on a weekly basis. Furthermore, it is notable that over 70% of Social Networking Sites users talk about and recommend commercial brands. This justifies the interest of the study of Social Networking Sites users from a marketing perspective. The aim of this research is to assess the influence of consumers` personal factors (attitude, innovativeness, and gender) and individual-media relationships (media affinity and individual-media dependency) on mobile SNSs usage behaviour. Managerial implications improving marketers´ advertising effectiveness are also provided.

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.

Adoption of mobile social networking sites for learning?

2015 ◽  
Vol 39 (6) ◽  
pp. 762-778 ◽  
Author(s):  
Choy-Har Wong ◽  
Garry Wei-Han Tan ◽  
Siew-Phaik Loke ◽  
Keng-Boon Ooi
Keyword(s):  
Social Networking ◽  
Learning Community ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Mobile Network ◽  
Research Area ◽  
Equation Modeling ◽  
Content Type ◽  
Mobile Social Networking ◽  
New Research

Purpose – The purpose of this paper is to explore the factors that influence users’ behavioral intention (BI) to adopt mobile social networking sites (mSNS) in facilitating formal/informal learning. Specifically, the study also investigates the association of mobility, reachability and convenience with performance expectancy (PE) and effort expectancy (EE). Design/methodology/approach – Partial least squares structural equation modeling (PLS-SEM) approach was applied to test on 266 valid responses. Findings – The findings indicated that learning compatibility (LC), PE, EE and copyright clearance (CC) has a significant effect on BI. The results also revealed that EE is influenced by mobility, reachability and convenience. PE however was found to be influenced by convenience. Practical implications – The results of this study provides valuable insights and references for practitioners and mobile network providers in developing mSNS in facilitating learning. Originality/value – While mSNS have the potential to become a new research area with numerous benefits for the learning community, there is little research on the adoption factors on mSNS in facilitating learning. This study therefore attempts to close the research gap by contributing to the mobile literatures.

The Effects of Network Externality and Flow Experience on Mobile SNS Continuance

2017 ◽  
Vol 13 (2) ◽  
pp. 57-69
Author(s):  
Tao Zhou
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Service Providers ◽  
Network Size ◽  
Network Externality ◽  
Factors Affecting ◽  
Mobile Social Networking ◽  
Continuance Usage ◽  
Two Factors ◽  
Mobile Sns

Facilitating users' continuance usage and retaining them are crucial to the success of mobile social networking sites (SNS). Drawing on both perspectives of network externality and flow, this research examined the factors affecting mobile SNS continuance usage. Network externality includes two factors: referent network size and perceived complementarity, which represent direct externality and indirect externality, respectively. The results indicated that both factors of network externality have significant effects on flow, which further affects satisfaction and continuance usage. The results imply that service providers need to deliver a positive network externality and an engaging experience in order to facilitate users' continuance usage.

scholarly journals Examining the Predictors of Mobile Addiction: Some Insights from Malaysia

2018 ◽  
Vol 7 (4.38) ◽  
pp. 760
Author(s):  
Norazah Mohd Suki ◽  
Norbayah Mohd Suki
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Future Research ◽  
Research Model ◽  
Everyday Activity ◽  
Mobile Social Networking ◽  
Equation Modelling

This research aims to investigate the predictors of mobile addiction. The data was analyzed using Partial Least Square-Structural Equation Modelling (PLS-SEM) approach supported by Smart-PLS 2.0 to assess the hypothesis in the research model. The PLS-SEM technique revealed that there was a strong correlation between social networking sites (SNS) intensity and mobile addiction. Users have positively expressed that visiting SNS is part of their everyday activity as they tend to check their SNS almost every day. They have this perception that they will feel out of touch when they do not log into their SNS for a day. In addition, they feel as if they are part of the community of SNS on campus. Those with many SNS accounts have a strong tendency to install and use mobile social networking apps on their mobile phones to connect and communicate with others. These heavy users frequently use their mobile phone to log into their social network via preferred social networking apps and actively use it to check the SNS.  The direction for future research is also presented. 

scholarly journals Effects of Perceived Information Quality, Perceived System Quality, and Perceived Flow on Mobile Social Networking Sites (SNS) Users' Trust

2014 ◽  
pp. 22-32
Author(s):  
Norazah Mohd Suki ◽  
Norbayah Mohd Suki
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Information Quality ◽  
Correlation Coefficients ◽  
Future Research ◽  
System Quality ◽  
Mobile Social Networking ◽  
Pearson Correlations ◽  
Mobile Sns

This chapter examines the effects of perceived information quality, perceived system quality, and perceived flow on mobile Social Networking Sites (SNS) users' trust. Pearson correlations via SPSS 21.0 computer program was used for data analysis as it has the ability to ensure the consistency of the model with the data, to provide information necessary to scrutinize the study hypotheses, and to estimate associations among constructs. Each correlation coefficient was assessed as significant at the 0.01 level, and the overall model was determined to fit the data well as multicollinearity was absent. In terms of the associations with perceived user trust, perceived flow had highest significant positive correlation coefficients, followed by perceived information quality and perceived system quality. Next, further investigation of the study encountered that perceived flow is significantly associated by both perceived system quality and perceived information quality of mobile SNS, respectively. The chapter concludes with directions for future research.

scholarly journals The Effect of Mobile Social Networking as a Supplementary Strategy on EFL Learners’ Writing Ability

2018 ◽  
Vol 7 (2) ◽  
pp. 9
Author(s):  
Sedigheh Talakoub
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structured Interview ◽  
Writing Ability ◽  
Efl Learners ◽  
Positive Effects ◽  
Mobile Social Networking ◽  
Positive Attitudes ◽  
Post Test ◽  
Experimental Group

The popularity of mobile learning and social networking sites has encouraged second language instructors to integrate these technologies into learners’ curriculum. In this study, the learners were supposed to practice in an online jigsaw writing as an extra-curricular activity. They used their imagination and creativity to depict their thoughts using their previous knowledge. The current research had both a qualitative and quantitative phases. From the quantitative perspective, the effectiveness of mobile social networking on EFL learners’ writing ability was examined statistically. In doing so, 60 EFL learners were divided into the experimental and control groups. The learners of the experimental group were also assigned into three virtual groups in which they could help each other to write a piece of writing on pre-determined topics during twelve sessions. Running the t-test indicated that the students in the experimental group could significantly outperform their counterparts in the post-test. Therefore, it could be claimed that mobile social networking as a supplementary strategy had positive effects on EFL learners’ writing ability. In the qualitative phase of the study, a semi-structured interview was conducted in order to explore learners’ attitudes and beliefs about the experiment they had. The responses to the semi-structured interview also revealed that the learners had positive attitudes towards this online supplementary technology-supported writing. The pedagogical implications of the study were discussed and further suggestions were put forward.  

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