Social networking, identity and sexual behaviour of undergraduate students in Nigerian universities

2017 ◽  
Vol 35 (3) ◽  
pp. 534-558
Author(s):  
Williams Ezinwa Nwagwu
Keyword(s):  
Social Networking ◽  
Undergraduate Students ◽  
Sexual Behaviour ◽  
Social Networking Sites ◽  
Intimate Relationship ◽  
High Tendency ◽  
Content Type ◽  
Young Males ◽  
High Level ◽  
Practical Implications

Purpose The purpose of this study was to examine how the identity of undergraduates who use social networking sites in selected Nigerian universities influences the prediction of their sexual behaviour. Design/methodology/approach A questionnaire survey was used to collect data from 388 students from three public universities in Nigeria. Findings Sex and age exerted sufficient influence on the youth’s sexual behaviour, but the identity variables seemed only to increase the tendency of younger males to form intimate relationship with partners. Specifically, young males who maintain high level of social relationships have a high tendency of developing intimate relationship with partners. Research limitations/implications This study that deployed identity variables provides wide-ranging information on how identity moderates sexual behaviour in the presence of traditional predictors of demographic characteristics and social networking. Practical implications This study demonstrates that identity has a very strong influence of the predictive power of sex and age on sexual behaviour. Originality/value This study is the first that examined sexual behaviour, identity and social networking together.

Role and users’ approach to social networking sites (SNSs): a study of universities of North India

2015 ◽  
Vol 33 (1) ◽  
pp. 19-34 ◽  
Author(s):  
K P Singh ◽  
Malkeet Singh Gill
Keyword(s):  
Social Networking ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Response Rate ◽  
Personal Information ◽  
North India ◽  
Content Type ◽  
Postgraduate Students ◽  
Authentic Data

Purpose – The purpose of this paper is to evaluate and assess the awareness and extent of the use of social networking sites (SNSs) by the students and research scholars of universities of North India. Design/methodology/approach – The study is a questionnaire-based survey on the usage of SNSs among the students and research scholars of the universities of North India. The data of the study were collected through questionnaires, which were personally distributed to the identified population, i.e. undergraduate students, postgraduate students and research scholars, by the authors. The survey was based on a sample of 610 questionnaires; of which, 486 questionnaires were received, having a response rate of 79.67 per cent. Findings – The study showed that all the respondents were found to be aware of and making use of such applications in their academic affairs. It was revealed from the study that Facebook is the most popular SNS by all categories of respondents. To determine the purpose of SNSs, it emerged that SNSs are mostly used for entertainment and communication. The study also found that the majority of respondents were aware about the security aspects of SNSs. It signifies that excessive time consumption and fear of misusing personal information were the major hurdles in the way of accessing SNSs. Research limitations/implications – The study covers the students and research scholars of select universities of North India. It also signifies the use of SNSs in their research and academic environment. Originality/value – The paper provides reliable and authentic data. The study is worth, justifiable and enlightens the salient findings on the topic, which will be very useful for researchers in this area.

Using values to segment virtual consumers on social networking sites

2016 ◽  
Vol 34 (5) ◽  
pp. 623-645 ◽  
Author(s):  
Aziz Madi
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Latent Class ◽  
Information Access ◽  
Survey Method ◽  
Future Research ◽  
Content Type ◽  
Best Worst Scaling ◽  
Practical Implications

Purpose – Although social networking sites (SNS) are providing marketers a lot of information, it is also providing consumers with the ability to present their virtual identities, limiting the benefit of such information. The purpose of this paper is to understand how marketers can segment virtual consumers. Design/methodology/approach – A review of the literature is first conducted. Followed by a survey method, data from 258 consumers were analyzed using a combination of scales including best-worst scaling. Classes and other demographics, behavioral and psychographic covariates were determined using latent-class analysis. Findings – Findings show there exist three different segments based on values: self-conservers, social entertainers, and achievers. The results show how SNS consumers differ in their motivation to use social media, even when there is similarity in the uses (virtual behaviors) of SNS. Research limitations/implications – Analyzing behavior of virtual consumers can be limited by the fact that they are presenting their virtual identity. Psychographic metrics should be the focus of future research when dealing with online consumers, values and motivations provide a better way as they are more consistent than the virtual behavior. Practical implications – Practitioners should look for more ways to integrate SNS segments with traditional segments, values-segmentation can aid in this. Additionally, practitioners should maximize the information access benefits of SNS by focussing also on underlying motives to certain behaviors on SNS. Originality/value – This research value is derived from the fact that it is the first to perform values-segmentation on SNS. The results show that it is reliable and necessary when segmenting consumers on SNS.

Explaining social networking sites’ use continuance from employees’ perspectives

2021 ◽  
Vol 23 (2) ◽  
pp. 171-198
Author(s):  
Bangaly Kaba
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Technology Use ◽  
Structural Equation ◽  
Equation Modeling ◽  
Normative Beliefs ◽  
Theoretical Frameworks ◽  
Content Type ◽  
Information And Communication ◽  
Practical Implications

PurposeThis paper aims to better comprehend the psychological elements that drive the adoption of social networking sites (SNS). The paper attempts to explain the reasons why people sustainably use social networking websites in the workplace and how this happens. Design/methodology/approachUsing a survey to collect data that was analyzed using structural equation modeling by applying the partial least squares technique. FindingsThe results indicated that SNS use continuance was due more to habit rather than established perceived and normative beliefs such as satisfaction and social norms. Research limitations/implicationsThe authors recommend that the model in the study be tested in other technology environments to evaluate the external validity of the research study. The research was based on an unspecific platform, but each SNS may have its singularity that should merit further consideration. Practical implicationsPeers or coworker influences were noticeable in shaping one’s normative beliefs to continue using SNS in the organization. In this regard, it will be interesting to identify the mechanisms that raise the awareness of SNS in the employees’ social networks in the organization. Specifically, it will be an advantage to reach out to peers in promoting SNS use in the organization because they speak the same language as their fellow employees. Originality/valueDespite several benefits related to SNS use in organizations, studies showed that most of these technologies are boycotted in the workplace. Although extensive studies are dedicated to understanding information and communication technology use continuance in general, this paper aims to inform both academicians interested in the use of enterprise SNS for business purposes and business actors concerned with growing SNS usage and retaining its users in their organizations. The paper will contribute to information systems continuance literature by integrating and extending two major theoretical frameworks.

Monotony of social networking among millennial and its effect on social advertisement: a challenge to digital marketers

2016 ◽  
Vol 17 (4) ◽  
pp. 376-387 ◽  
Author(s):  
Rashmi Singh
Keyword(s):  
Social Networking ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Underlying Mechanism ◽  
Negative Attitudes ◽  
Content Type ◽  
Factors Affecting ◽  
The Social ◽  
Marketing Activities ◽  
Research Questions

Purpose This study aims to investigate an initial understanding about the different factors that are inducing and stemming the monotony of different social networking sites (SNSs). Specifically, the study provides an initial understanding for the liking/disliking of different SNSs, factors affecting users’ monotony and its impact on the success and effectiveness of different marketing activities. Design/methodology/approach A survey questionnaire was adopted from previously developed and validated scales. The questionnaire was administered to undergraduate students enrolled in different universities in India. We have used regression analysis, bootstrapping technique, Sobel test and ANOVA to address the research questions and hence to test the hypotheses. Findings The findings of the study revealed that gender does not have any impact on the monotony of SNSs. Both genders are experiencing boredom for SNSs and spend less time on such sites. Moreover, SNS boredom negatively impacts users’ attitudes toward different SNSs such as Facebook, twitter, etc., which in turn develop negative attitudes toward the different advertisement on these sites. This study revealed the marketers’ necessity of studying the phenomenon of SNS boredom. One of the most important finding of this study is that users’ age decides the level of monotony/boredom with the social sites; older users report significantly lower levels of social sites boredom as compared to younger users. Research limitations/implications To capture the opinion of SNS users, this study used a sample of students from different universities. The study findings are primarily based on studies utilizing millennial population. Originality/value This is the first study which empirically examines the phenomenon of social networking boredom among millennial by linking the theories of monotony, i.e. gratification theory. The findings of the study added a chapter in the literature by identifying the underlying mechanism through which monotony of SNS impacts effectiveness of the social media marketing activities. The findings shed more light on the consequences of SNS monotony for the digital marketers and revealed that age is an important factor in it.

scholarly journals Personality perception based on LinkedIn profiles

2017 ◽  
Vol 32 (6) ◽  
pp. 418-429 ◽  
Author(s):  
Niels van de Ven ◽  
Aniek Bogaert ◽  
Alec Serlie ◽  
Mark J. Brandt ◽  
Jaap J.A. Denissen
Keyword(s):  
Social Networking ◽  
Personality Traits ◽  
Social Networking Sites ◽  
Work Experience ◽  
Social Networking Site ◽  
Recruitment Process ◽  
Self Presentation ◽  
Content Type ◽  
Personality Perception ◽  
Practical Implications

Purpose Job-related social networking websites (e.g. LinkedIn) are often used in the recruitment process because the profiles contain valuable information such as education level and work experience. The purpose of this paper is to investigate whether people can accurately infer a profile owner’s self-rated personality traits based on the profile on a job-related social networking site. Design/methodology/approach In two studies, raters inferred personality traits (the Big Five and self-presentation) from LinkedIn profiles (total n=275). The authors related those inferences to self-rated personality by the profile owner to test if the inferences were accurate. Findings Using information gained from a LinkedIn profile allowed for better inferences of extraversion and self-presentation of the profile owner (r’s of 0.24-0.29). Practical implications When using a LinkedIn profile to estimate trait extraversion or self-presentation, one becomes 1.5 times as likely to actually select the person with higher trait extraversion compared to the person with lower trait extraversion. Originality/value Although prior research tested whether profiles of social networking sites (such as Facebook) can be used to accurately infer self-rated personality, this was not yet tested for job-related social networking sites (such as LinkedIn). The results indicate that profiles at job-related social networks, in spite of containing only relatively standardized information, “leak” information about the owner’s personality.

Fashion and social networking: a motivations framework

2019 ◽  
Vol 23 (4) ◽  
pp. 608-627 ◽  
Author(s):  
Dorothy Wu Nelson ◽  
Marguerite M. Moore ◽  
Kristen K. Swanson
Keyword(s):  
New Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Common Factors ◽  
Limited Sample ◽  
Content Type ◽  
Mixed Methods Approach ◽  
Comprehensive Picture ◽  
Practical Implications

Purpose The purpose of this paper is to add to the literature concerning potential motivations that drive social networking sites (SNS) for fashion-related behaviors among millennial consumers using a Uses and Gratifications (U&G) perspective. Four SNS platforms – Facebook, Instagram, Pinterest, and Twitter – were examined. Design/methodology/approach The study presents a mixed-methods approach to develop and test a motivations framework among millennial consumers that will lead to practical understanding of both the existence of and impact of different motivations for engaging in SNS. Findings Unique motivations appear to drive use of the four examined platforms. Results indicate that a broad set of common motivations for SNS use among millennial consumers who exhibit an interest in fashion can be determined. Further, the results indicate significant differences among motivations within the respective platform types. Lastly, the results reveal common factors among three or more SNS platforms: “Fashion,” “Connection,” “Following” and “Pictures.” The ‘Entertainment’ factor was common among two SNS platforms. Research limitations/implications Limitations of the study are the limited sample and SNS selection. A broader representation of the millennial consumer behaviors would provide a more comprehensive picture of the motivations for using SNS platforms. Practical implications The study provides useful information for fashion marketers and researchers who can benefit from an updated understanding of SNS behaviors. Originality/value The study provides a relevant contribution to SNS research as well as understanding of millennial consumers. Additionally, it adds contribution to the U&G theory concerning new media platforms. It also delivers a replicable research design for other SNS platforms.

scholarly journals Constructing and enacting normality online across generations

2017 ◽  
Vol 30 (2) ◽  
pp. 282-300 ◽  
Author(s):  
Niki Panteli ◽  
Ben Marder
Keyword(s):  
Focus Groups ◽  
Social Networking ◽  
User Interfaces ◽  
Social Networking Sites ◽  
Design Methodology ◽  
Age Groups ◽  
Future Research ◽  
Data Set ◽  
Content Type ◽  
Practical Implications

Purpose The purpose of this paper is to examine how different age groups construct and enact normality within social networking sites (SNS) and consequently extend theory in the area of online interactions. Design/methodology/approach The chosen research site was Facebook and research design involved focus groups across three different age groups: teenagers, young adults and the middle-aged. In total, there were 78 participants. The focus groups explored the metaphoric images of Facebook interactions. In doing so, participants were asked to draw a picture to represent their metaphor and following this, to position themselves and other characters within the picture. The drawings as well as the facilitators’ records provided the main data set for the study. Findings Connective and protective encounters were found to be used by different age groups when constructing and enacting normality on SNS. Further, it emerged that the interpretation and enactment of normality across the different age groups significantly varied. The metaphorical images have transpired as being a resourceful way of unpacking these differences. Research limitations/implications The study relied on focus groups in order to capture metaphorical images across generations. It did not include interviews with individual participants to elicit the extent to which they agreed with the group metaphor or whether there was anything else they might have presented in the drawings. This could be on the agenda for future research. Practical implications The findings of the study suggest that SNS managers and designers should sympathise with the view that users of different ages engage in different ways with SNS and as a result, user interfaces should be customised according to the age of the user. Social implications The study has implications for those interested in cross- and inter-generational research. Originality/value This is the first study in which the concept of normality has been adopted as a theoretical lens for understanding the interactions on SNS. Further, this work adds to the limited body of research on SNS use across different generations whilst it expands on the range of methodologies used within the information systems field.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Beyond visual clutter: the interplay among products, advertisements, and the overall webpage

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Hyunjoo Im ◽  
Hae Won Ju ◽  
Kim K.P. Johnson
Keyword(s):  
Undergraduate Students ◽  
Visual Complexity ◽  
Content Type ◽  
Consumer Responses ◽  
Marketing Effectiveness ◽  
Consumer Experiences ◽  
Visual Clutter ◽  
Negative Relationships ◽  
Practical Implications

PurposeLittle research has been done to understand how individual elements (e.g. advertisements) within a webpage are processed and evaluated when visual complexity is increased. Thus, this study aimed to investigate how consumers allocate attention and evaluate products and advertisements on complex webpages when they are casually browsing.Design/methodology/approachThis study conducted two experiments to test the causal effects of different degrees of visual complexity on consumer responses to products and advertisements. An eye-tracking experiment (n = 90) and a follow-up online experiment (n = 121) were conducted using undergraduate students as participants.FindingsParticipants formed a global impression from the overall webpage complexity, which spilled over to evaluation of individual elements on the webpage (e.g. product, advertisement). The inverted U-shaped relationships (vs. linear negative relationships) between webpage visual complexity and attitude toward the webpage, products, and advertisements were observed. The focal product was given a consistent level of attention regardless of the complexity level.Practical implicationsThis study provides implications for website organization and design to maximize positive consumer experiences and marketing effectiveness. The findings provide implications for retailers and advertisement buyers.Originality/valueThis study expanded the knowledge by examining the interplay between individual elements of webpages and the whole webpage complexity when consumers browse visually complex webpages. It is a novel finding that the overall webpage complexity effect spills over to locally attended products or advertisements.

Connecting and being connected: investigating friending practices across multiple social networking sites

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Chien Wen Yuan ◽  
Yu-Hao Lee
Keyword(s):  
Social Capital ◽  
Social Networking ◽  
Social Networking Sites ◽  
Online Survey ◽  
Social Ties ◽  
Relationship Maintenance ◽  
Strong Ties ◽  
Content Type ◽  
Bonding Social Capital ◽  
Amazon's Mechanical Turk

PurposeSocial networking sites (SNSs) offer people the possibility of maintaining larger networks of social ties, which also entails more complex relationship maintenance across multiple platforms. Whom to “friend” and via which platform can involve complex deliberations. This study investigates the relationships between users' perceived friending affordances of five popular SNSs (Facebook, Twitter, Instagram, Snapchat and LinkedIn) and their friending behaviors concerning strong ties, weak ties (existing and latent ties) and parasocial ties.Design/methodology/approachAn online survey using Qualtrics was provided to participants (N = 626) through Amazon's Mechanical Turk (MTurk). The survey asked their SNS use and their friending behaviors with different ties on each of the sites.FindingsUsers' friending decisions are dependent on an interplay of socio-technical affordances of each SNS and specific needs for the ties. The authors found that the affordances of bridging social capital and enjoyment are aligned with friending weak and parasocial ties, respectively. The affordances of bonding social capital were not valued to friend strong ties.Originality/valueThe study extends the affordance and social capital literature by assessing users' perceived, contextualized SNS affordances in relation to actual communication behaviors in friending different social ties. This approach provides contextualized insights to friending decisions and practices on SNSs.

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