Key motivations for leading Facebook communities: a uses and gratifications approach

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tali Gazit
Keyword(s):  
Social Media ◽  
Uses And Gratifications ◽  
Well Being ◽  
Social Needs ◽  
Community Leaders ◽  
Hierarchical Regression ◽  
Communication Tool ◽  
Content Type ◽  
The Social ◽  
Online Spaces

PurposeFacebook community leaders, often nonprofessionals who make a personal decision to create and manage online spaces, are becoming key players on social media sites. Using the theoretical framework of the uses and gratifications theory, this paper reveals the motivations of these individuals who are responsible for the community's information flow, limits and members' well-being. While some studies have begun acknowledging community leaders' important role in the social media, very little is known about their motivations for creating and leading the communities, often voluntarily.Design/methodology/approachUsing both quantitative and qualitative analyses, data were collected through a survey of 94 Facebook community leaders about their motivations for creating and leading their communities.FindingsThe content analysis of the open-ended question reveals that leaders are motivated to create communities to satisfy informational needs, social needs and individual interests. A factor analysis shows five distinct motivations for leading: social, personal, influence, efficacy and community goals. Finally, a hierarchical regression indicates that extroversion, neuroticism, agreeableness, time spent per day and being the creator of the community can predict the level of motivation to lead the Facebook community.Originality/valueAs more and more organizations use online communities, the findings of this study may provide insights into leaders' motivations that can help organizations select their community leaders. This study expands on current research about a popular communication tool, Facebook communities, by examining it within the context of the unique role of online leadership in the social media environment.

Social network use and youth well-being: a study in India

2018 ◽  
Vol 17 (2) ◽  
pp. 119-131 ◽  
Author(s):  
Jehangir Bharucha
Keyword(s):  
Social Media ◽  
Social Network ◽  
First Generation ◽  
Well Being ◽  
Content Type ◽  
Pervasive Technology ◽  
The Social ◽  
Social Landscape ◽  
Third Stage ◽  
Time Reading

Purpose The youth in present day India is the first generation to grow up within a world of pervasive technology. While several writers applaud these social network sites (SNSs) for transforming the social landscape of India, recent research is beginning to examine the destructive role of these SNSs. The purpose of this paper is to explore whether and to what extent social media contributes to decline in well-being, addictive behavior and other harmful social effects. Design/methodology/approach In the first phase, a structured questionnaire was sent via e-mail to 114 students. The second stage embraced an exploratory qualitative approach with in-depth interviews and reflections. As part of the third stage, the author devoted a lot of time reading the blogs and posts of the youth. Findings The analysis of qualitative data is presented in three major themes: patterns of usage, nature of online friendships and threat to well-being. Some of the respondents did experience “addiction-like” symptoms. It can be deduced that the respondents are not addicted to the medium per se; they are cultivating an addiction to certain activities they carry out online. Practical implications Indian newspapers have recently reported several cases how social media can mislead and corrupt the youth and some of these cases have ended in tragedy. This kind of obsessive behavior is extremely dangerous to the minds which are otherwise actually intelligent and ought to be stopped. Originality/value There is no doubt that the Indian youth is developing a dependence on this technological advance that fuses people all over the world. We are still in the infant stages of understanding these issues in the Indian context. This study adds value to the negligible empirical evidence in India till date.

Applying uses and gratifications theory to understand customer participation in social media brand communities

2019 ◽  
Vol 32 (1) ◽  
pp. 205-231 ◽  
Author(s):  
Shampy Kamboj
Keyword(s):  
Social Media ◽  
Uses And Gratifications ◽  
Customer Participation ◽  
Equation Modeling ◽  
Survey Method ◽  
Brand Commitment ◽  
Brand Trust ◽  
Content Type ◽  
Brand Communities ◽  
The Social

Purpose The purpose of this paper is to investigate how various gratifications obtained in the social media context affect customer participation, and its sequential effect on brand trust, brand commitment and word of mouth (WOM) in social media brand communities. Design/methodology/approach The data were collected from 352 respondents who used social media using a survey method. The data were assessed using AMOS with structural equation modeling. Findings The findings depicted that among all gratifications obtained in the social media context, information seeking, incentive and brand likeability strongly affect customer participation, which sequentially affect brand trust, commitment and WOM in social media brand communities. In the context of social media brand communities, brand trust partially mediates the relationship between customer participation and its two outcome variables (brand commitment and WOM). Originality/value The present paper contributes that theory of uses and gratifications has particular significance and supposed to be provided further importance in the field of social media. It also presents a vivid and rich understanding of why customers use social media and participate in social media brand communities.

Impact of social media activity outcomes on brand equity

2020 ◽  
Vol 29 (7) ◽  
pp. 927-937 ◽  
Author(s):  
Jeen-Su Lim ◽  
Phuoc Pham ◽  
John H. Heinrichs
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Brand Equity ◽  
Hierarchical Regression ◽  
Content Type ◽  
User Comments ◽  
The Social ◽  
Potential Applications ◽  
Social Media Platforms ◽  
The Impact

Purpose Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social media activity outcomes relate to brand equity and the classification of firms which benefit from the various types of social media activity outcomes. Design/methodology/approach This study identifies various components of social media activity and then captures specific social media activity outcomes for Fortune 500 firms. This study then performs a hierarchical regression analysis to assess the impact of the various social media activity outcomes on brand equity. Findings The results show significant relationships of social media activity outcomes with brand equity. The activity outcome measures of social networking and content communities platform are significantly related to a firm’s brand equity. This study also found that the social media activity outcome levels of various types of social media platforms are contingent upon a firm’s brand country of origin and industry classification type. Practical implications The results help firms gain a clearer view of potential applications of social media platforms, thus improving their understanding of the impact of social media. This study can enhance social media strategy and design tactics to improve brand equity. The findings can also guide firms in evaluating which social media activity outcomes enhance brand equity. Originality/value The results highlight that activity outcomes in a firm’s selected content communities platform and social networking platform are related to brand equity.

Does social media promote knowledge exchange? A qualitative insight

2019 ◽  
Vol 57 (3) ◽  
pp. 688-702 ◽  
Author(s):  
Muhammad Kashif Imran ◽  
Syed Muhammad Javed Iqbal ◽  
Usman Aslam ◽  
Tehreem Fatima
Keyword(s):  
Social Media ◽  
Knowledge Exchange ◽  
Well Being ◽  
Qualitative Inquiry ◽  
Structured Interviews ◽  
Content Type ◽  
The Social ◽  
Critical Issues ◽  
Use Of Social Media ◽  
Media Applications

Purpose The purpose of this paper is to investigate the benefits of social media to enhance knowledge exchange in the organizations. Moreover, the current qualitative inquiry elaborates the orientation of doctors about social media applications and knowledge exchange in the workplace. Design/methodology/approach The constructionism approach based on grounded theory followed by qualitative design is used to investigate the exposition with the help of 22 non-directive and semi-structured interviews from the doctors of Bahawal Victoria Hospital. The cases are selected by using convenience sampling and thematic analysis is done using NVivo-11 plus. Findings The results end up with four major themes. The social media applications, at the first door, extend communication and relationship among employees. Moreover, these applications are equally beneficial for acquiring existing and new knowledge. Additionally, social media applications advance knowledge exchange by promoting knowledge sharing and transfer. Research limitations/implications This study is equally beneficial for employees and management to promote knowledge exchange through social media applications. The effective and efficient use of social media applications helps organizations to boost knowledge strength among employees and can address various critical issues. Originality/value This is an attempt to sightsee the unattended dimension (i.e. knowledge exchange) in the context with social media. The social media applications are popular all over the world and pace of their usage is increasing day by day but their real contribution toward organizational well-being is still lacking in contemporary literature.

scholarly journals Correlates of social media fatigue and academic performance decrement

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Aqdas Malik ◽  
Amandeep Dhir ◽  
Puneet Kaur ◽  
Aditya Johri
Keyword(s):  
Social Media ◽  
Academic Performance ◽  
Adult Students ◽  
Instant Messaging ◽  
Well Being ◽  
Online Behavior ◽  
Cross Sectional ◽  
Self Disclosure ◽  
Content Type ◽  
Antecedents And Consequences

PurposeThe current study aims to investigate if different measures related to online psychosocial well-being and online behavior correlate with social media fatigue.Design/methodology/approachTo understand the antecedents and consequences of social media fatigue, the stressor-strain-outcome (SSO) framework is applied. The study consists of two cross-sectional surveys that were organized with young-adult students. Study A was conducted with 1,398 WhatsApp users (aged 19 to 27 years), while Study B was organized with 472 WhatsApp users (aged 18 to 23 years).FindingsIntensity of social media use was the strongest predictor of social media fatigue. Online social comparison and self-disclosure were also significant predictors of social media fatigue. The findings also suggest that social media fatigue further contributes to a decrease in academic performance.Originality/valueThis study builds upon the limited yet growing body of literature on a theme highly relevant for scholars, practitioners as well as social media users. The current study focuses on examining different causes of social media fatigue induced through the use of a highly popular mobile instant messaging app, WhatsApp. The SSO framework is applied to explore and establish empirical links between stressors and social media fatigue.

Is this mine? Psychological ownership and the social media follower

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Caroline S.L. Tan
Keyword(s):  
Social Media ◽  
Design Methodology ◽  
Vital Role ◽  
Psychological Ownership ◽  
Structured Interviews ◽  
Content Type ◽  
Face To Face ◽  
The Social ◽  
Social Currency ◽  
Different Levels

Purpose The purpose of this study is to examine psychological ownership (PO) experienced by followers of social media influencers toward both influencer and the product. Design/methodology/approach Data were collected using face-to-face semi-structured interviews that were conducted with 30 respondents and analyzed using thematic analysis. Findings The study demonstrated that the PO experienced by the follower changes under different conditions resulting from perceived value, social currency and follower activity. Social currency plays a vital role in determining the target of PO, often affecting the narrative by the follower. Originality/value To the best of the author’s knowledge, this is the first paper to examine the transference of PO between product and influencer as experienced by the follower. It provides an understanding on PO that is experienced in different levels of intensity and changes depending on the motive of the follower; hence, transference of PO occurs and it is not a static.

The role of public libraries in the development of social capital in local communities – a theoretical study

2021 ◽  
Vol 42 (3) ◽  
pp. 184-196
Author(s):  
Maja Dorota Wojciechowska
Keyword(s):  
Social Capital ◽  
Social Engagement ◽  
Social Life ◽  
Public Libraries ◽  
Local Communities ◽  
Social Needs ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeSocial capital, understood as intangible community values available through a network of connections, is a factor in the development of societies and improving quality of life. It helps to remove economic inequalities and prevent poverty and social exclusion, stimulate social and regional development, civic attitudes and social engagement and build a civic society as well as local and regional identity. Many of these tasks may be implemented by libraries, which, apart from providing access to information, may also offer a number of services associated with social needs. The purpose of this paper is to present the roles and functions that libraries may serve in local communities in terms of assistance, integration and development based on classical social capital theories.Design/methodology/approachThe paper reviews the classical concepts of social capital in the context of libraries. It analyses the findings of Pierre-Félix Bourdieu, James Coleman, Francis Fukuyama, Robert Putnam, Nan Lin, Ronald Stuart Burt, Wayne Baker and Alejandro Portes. Based on their respective concepts, the paper analyses the role of the contemporary library in the social life of local communities. In particular, it focuses on the possible new functions that public libraries may serve.FindingsA critical review of the concept of social capital revealed certain dependencies between libraries and their neighbourhoods. With new services that respond to the actual social needs, libraries may serve as a keystone, namely they may integrate, animate and engage local communities. This, however, requires a certain approach to be adopted by the personnel and governing authorities as well as infrastructure and tangible resources.Originality/valueThe social engagement of libraries is usually described from the practical perspective (reports on the services provided) or in the context of research on the impact of respective projects on specific groups of users (research reports). A broader approach, based on original social theories, is rarely encountered. The paper draws on classical concepts of social capital and is a contribution to the discussion on possible uses of those concepts based on an analysis of the role of libraries in social life and in strengthening the social capital of local communities.

Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mazzini Muda ◽  
Muhammad Iskandar Hamzah
Keyword(s):  
Social Media ◽  
Structural Equation Modeling ◽  
Purchase Intention ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Equation Modeling ◽  
Content Type ◽  
The Social ◽  
The Impact

PurposeIn spite of the increasing organic and interactive marketing activities over social media, a general understanding of the source credibility of voluntary user-generated content (UGC) is still limited. In line with the social identity theory, this paper examines the effects of consumers' perceived source credibility of UGC in YouTube videos on their attitudes and behavioral intentions. Additionally, source homophily theory is included to predict the antecedent of source credibility.Design/methodology/approachThree hundred and seventy two Generation Y respondents were interviewed using snowball sampling. Data were analyzed with component-based structural equation modeling technique of partial least squares-structural equation modeling (PLS-SEM).FindingsFindings confirmed that perceived source credibility indirectly affects purchase intention (PI) and electronic word-of-mouth via attitude toward UGC. Besides, perceived source credibility mediates the effect of perceived source homophily on attitude toward UGC.Practical implicationsSince today's consumers have begun to trust and rely more on UGC than company-generated content on social media when making purchase decisions, companies may reconsider democratizing certain aspects of their branding strategies. Firms may fine-tune their marketing communication budgets – not only just by sponsoring public figures and celebrities but also by nurturing coproductive engagements with independent content creators who are ordinary consumers. Endowed with their imposing credibility, these micro-influencers and prosumers have high potentials to be uplifted to brand ambassadors.Originality/valueWhile consumers' purchase outcome can be measured easily using metrics and analytics, the roles of source homophily in stages leading up to the purchase is still elusive. Drawing on the rich theoretical basis of source homophily may help researchers to understand not only how credibility and attitude are related to PI but also how this nexus generates positive word of mouth among UGC followers within the social media circles.

The effects of social media usage on loneliness and well-being: analysing friendship connections of Facebook, Twitter and Instagram

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Shaoyu Ye ◽  
Kevin K.W. Ho ◽  
Andre Zerbe
Keyword(s):  
Social Media ◽  
University Students ◽  
Design Methodology ◽  
Well Being ◽  
Self Report ◽  
Access Time ◽  
Content Type ◽  
Media Usage ◽  
Usage Patterns ◽  
Social Media Platforms

Purpose This study aims to clarify the effects of different patterns of Facebook, Twitter and Instagram usage on user loneliness and well-being in Japan. Design/methodology/approach Based on responses to a self-report questionnaire in Japan, 155 university students were separated into 4 groups: users of Twitter only, users of Twitter and Facebook, users of Twitter and Instagram and users of all three social media. The effects of social media usage on loneliness and well-being for each group were analysed. Findings No social media usage effects on loneliness or well-being were detected for those who used only Twitter or both Twitter and Instagram. For those using both Twitter and Facebook, loneliness was reduced when users accessed Twitter and Facebook more frequently but was increased when they posted more tweets. Users of all three social media were lonelier and had lower levels of well-being when they accessed Facebook via PC longer; whereas their their access time of Facebook via smartphones helped them decrease loneliness and improve their levels of well-being. Originality/value The findings reported here provide possible explanations for the conflicting results reported in previous research by exploring why users choose different social media platforms to communicate with different groups of friends or acquaintances and different usage patterns that affect their loneliness and well-being.

The effect of social media use on empathy and welling: a personality perspective in Saudi Arabia

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mousa Albashrawi ◽  
Yousef Asiri ◽  
Muhammad Binsawad ◽  
Latifah Alqahtani
Keyword(s):  
Social Media ◽  
Saudi Arabia ◽  
Significant Relationship ◽  
Media Use ◽  
Five Factor Model ◽  
Well Being ◽  
Cognitive Empathy ◽  
Equation Modeling ◽  
Social Media Use ◽  
Content Type

Purpose The purpose of this study is to explore the impact of social media use on both empathy and well-being through using a five-factor model (FFM) of personality in the context of Saudi Arabia. Design/methodology/approach Data were collected from the 13 regions in Saudi Arabia. Confirmatory factor analysis was used to measure the reliability and validity of the study’s constructs and a structural equation modeling technique was applied to test the study hypotheses. Findings With a sample of 450 users, the regression results indicate a less significant relationship between personality and social media use, as well as between personality and affective empathy, while a more significant relationship between personality and cognitive empathy. Also, individuals’ well-being are influenced directly by the heavy use of social media. Research limitations/implications The cross-sectional design used in this research may not be able to provide the true essence of the hypothesized relationships compared to the cause-effect design. This study furthers the understanding of the role of personality on empathy and well-being in social media among Saudis from one side and provides insights to professionals for better improvement of social media and so better individuals’ well-being from the other side. Originality/value This paper fills an untapped gap in a developing country context by exploring the relationship between the usage of social media and the two dimensions of empathy, which, in turn, influence well-being under the theoretical lens of an FFM personality.

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