Examining the dilution of the consumer-brand relationship on Facebook: the saturation issue

2017 ◽  
Vol 20 (3) ◽  
pp. 335-353 ◽  
Author(s):  
Zahy Ramadan
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Information Quality ◽  
Information Overload ◽  
Social Networking Site ◽  
System Quality ◽  
Structured Interviews ◽  
Content Type ◽  
Positive Side ◽  
Brand Relationship

Purpose Brands have been progressively using social networking sites, namely, Facebook, as part of their strategy to engage their consumers and ultimately build long-term relationships with them. Nonetheless, with the overuse of “engagement ads” by brands, saturation related to information overload is expected to be reached leading to the dilution of the consumer–brand relationship. The purpose of this paper is to fill a gap in the literature which has predominantly focused on the positive side of social networking sites, and hence still lacks a thorough understanding of the potential risks brands face when using Facebook. Accordingly, this research examines the different risks brands would be facing from saturated consumers on social networking sites such as Facebook. Design/methodology/approach A qualitative study was conducted, with a total of 40 respondents using face-to-face semi-structured interviews over two stages. While the first stage of the study focused on examining the saturation risk and its potential negative effects, the second one explored these risks specifically on the consumer–brand relationship on Facebook. The interviews were recorded, transcribed and then coded for analysis using NVivo 8. Findings Brands are overloading their followers with passively endorsed brand messages, which are negatively affecting consumers’ experience on Facebook, as well as the relationship with these brands. This overall dilution of the consumer–brand relationship on Facebook was hence found to be affecting interaction, similarity with friends, the system quality of the social networking site, as well as information quality. Furthermore, this dilution was found to be affecting brand likability, brand trust and brand association. Originality/value The negative implications are still scarcely examined in the literature where social media engagement is predominantly discussed through a positive lens. Hence, this study has the peculiarity of discussing the risks that companies would face with Facebook’s engagement model along with their implications on the consumer-brand relationship.

User-generated content on the Facebook page of an emergency management agency

2017 ◽  
Vol 41 (4) ◽  
pp. 558-579 ◽  
Author(s):  
Jayan Chirayath Kurian ◽  
Blooma Mohan John
Keyword(s):  
Social Networking ◽  
Emergency Management ◽  
Social Networking Sites ◽  
Disaster Recovery ◽  
Information Dissemination ◽  
Social Networking Site ◽  
User Generated Content ◽  
Content Type ◽  
Management Agency ◽  
Mixed Response

Purpose The purpose of this paper is to explore themes eventuating from the user-generated content posted by users on the Facebook page of an emergency management agency. Design/methodology/approach An information classification framework was used to classify user-generated content posted by users including all of the content posted during a six month period (January to June 2015). The posts were read and analysed thematically to determine the overarching themes evident across the entire collection of user posts. Findings The results of the analysis demonstrate that the key themes that eventuate from the user-generated content posted are “Self-preparedness”, “Emergency signalling solutions”, “Unsurpassable companion”, “Aftermath of an emergency”, and “Gratitude towards emergency management staff”. Major user-generated content identified among these themes are status-update, criticism, recommendation, and request. Research limitations/implications This study contributes to theory on the development of key themes from user-generated content posted by users on a public social networking site. An analysis of user-generated content identified in this study implies that, Facebook is primarily used for information dissemination, coordination and collaboration, and information seeking in the context of emergency management. Users may gain the benefits of identity construction and social provisions, whereas social conflict is a potential detrimental implication. Other user costs include lack of social support by stakeholders, investment in social infrastructure and additional work force required to alleviate the technological, organisational, and social barriers in communication among stakeholders in emergency management. A collective activity system built upon the Activity Theory was used as a lens to describe users’ activity of posting content on the Facebook page of an emergency management agency. Practical implications By analysing the findings, administrators and policy makers of emergency management could identify the extent to which the core principles of disaster recovery are accomplished using public social networking sites. These are achieved in relation to: pre-disaster recovery planning; partnership and inclusiveness; public information messaging; unity of effort; and, psychological recovery to maximise the success of recovery in a disaster. Furthermore, a core principle which evoked a mixed response was timeliness and flexibility. Originality/value Previous studies have examined the role of social networking sites in disastrous situations, but to date there has been very little research into determining themes found in user-generated content posted on the Facebook page of an emergency management agency. Hence, this study addresses the gap in literature by conducting a thematic analysis of user-generated content posted on the Facebook page of the Federal Emergency Management Agency.

scholarly journals Academic Social Networking Sites are Smaller, Denser Networks Conducive to Formal Identity Management, Whereas Academic Twitter is Larger, More Diffuse, and Affords More Space for Novel Connections

2020 ◽  
Vol 15 (1) ◽  
pp. 226-228
Author(s):  
Scott Goldstein
Keyword(s):  
Network Analysis ◽  
Social Networking ◽  
Online Social Networks ◽  
Social Networking Sites ◽  
Information Science ◽  
Identity Management ◽  
Social Networking Site ◽  
Professional Relationships ◽  
Structured Interviews ◽  
Ego Networks

A Review of: Jordan, K. (2019). Separating and merging professional and personal selves online: The structure and processes that shape academics’ ego-networks on academic social networking sites and Twitter. Journal of the Association for Information Science and Technology, 70(8), 830-842. https://doi.org/10.1002/asi.24170 Abstract Objective – To examine the structure of academics’ online social networks and how academics understand and interpret them. Design – Mixed methods consisting of network analysis and semi-structured interviews. Setting – Academics based in the United Kingdom. Subjects – 55 U.K.-based academics who use an academic social networking site and Twitter, of whom 18 were interviewed. Methods – For each subject, ego-networks were collected from Twitter and either ResearchGate or Academia.edu. Twitter data were collected primarily via the Twitter API, and the social networking site data were collected either manually or using a commercial web scraping program. Edge tables were created in Microsoft Excel spreadsheets and imported into Gephi for analysis and visualization. A purposive subsample of subjects was interviewed via Skype using a semi-structured format intended to illuminate further the network analysis findings. Transcripts were deductively coded using a grounded theory-based approach. Main Results – Network analysis replicated earlier findings in the literature. A large number of academics have relatively few connections to others in the network, while a small number have relatively many connections. In terms of reciprocity (the proportion of mutual ties or pairings out of all possible pairings that could exist in the network), arts and humanities disciplines were significantly more reciprocal. Communities (measured using the modularity algorithm, which looks at the density of links within and between different subnetworks) are more frequently defined by institutions and research interests on academic social networking sites and by research interests and personal interests on Twitter. The overall picture was reinforced by the qualitative analysis. According to interview participants, academic social networking sites reflect pre-existing professional relationships and do not foreground social interaction, serving instead as a kind of virtual CV. By contrast, Twitter is analogized to a conference coffee break, where users can form new connections. Conclusion – Academic social networking sites exhibit networks that are smaller, denser, more clustered around discrete modularity classes, and more reciprocal. Twitter networks are larger and more diffuse, which is more conducive to fostering novel connections. The author makes suggestions for how academic social networking sites could encourage network building and rethink how academic reputation is measured.

Social networking sites and customers’ attitude towards advertisements

2019 ◽  
Vol 13 (4) ◽  
pp. 477-491 ◽  
Author(s):  
Kaustav Mukherjee ◽  
Neelotpaul Banerjee
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Purchase Intention ◽  
Positive Attitude ◽  
Social Networking Site ◽  
Customer Engagement ◽  
Content Type ◽  
The Social ◽  
The Impact

Purpose The study aims to demonstrate the impact of social media users’ positive attitude towards the social networking sites (SNS) on the generation of a positive attitude towards social networking advertisements (SNA). A favourable attitude towards the SNA thus generated can positively influence brand attitude and purchase intention. Design/methodology/approach An online survey was conducted to collect relevant data using a structured questionnaire. Structural equation modelling was conducted using the statistical software AMOS 18. Findings Empirical analysis revealed the importance of brand advertisements on the social networks in inciting a positive attitude as well as a purchase intention for the brand in the SNS users’ minds. Research limitations/implications The study has been conducted in the Indian context using Facebook as a model social networking site. Practical implications Social media being one of the most popular and user-friendly platforms for regular communications, marketers are suggested to allocate a sizeable share of the advertising budget for social media advertisements and customer engagement so as to help build a positive attitude towards the advertised brand in the SNS users’ minds. Originality/value To the best of the authors’ knowledge, the impact of users’ positive evaluation of SNS as an effective communication medium, on the generation of a positive attitude towards the SNA, has been dealt for the first time here.

scholarly journals Recommender system on social networking site with domain specific and sparse data

2021 ◽  
Author(s):  
Chuy Chang Nian
Keyword(s):  
Social Networking ◽  
Recommender System ◽  
Social Networking Sites ◽  
Information Overload ◽  
Learning To Rank ◽  
Hybrid Approach ◽  
Social Networking Site ◽  
Chronological Order ◽  
Domain Specific ◽  
Recommender Algorithm

In many recent domain-specific social networking sites, posts are organized in chronological order, where later posts are shown first at the top, even though they might not be of everyone's interest. As a result, if users want to read posts that interest them, they will have to scroll down and sift through all the posts. To overcome this information overload problem and relieve users' burden, a recommender system is needed in social networking sites. In this thesis we propose a hybrid approach of Recommender System (RS) that combines both Collaborative Filtering and Content-based approach. Although each approach has their own weaknesses independently, by joining them together we can improve the accuracy of our recommendations. From our experiments, we noticed that using learning to rank algorithms in combining each recommender algorithm greatly enhances the system's performance.

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 Link between social distancing, cognitive dissonance, and social networking site usage intensity: a country-level study during the COVID-19 outbreak

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tanusree Chakraborty ◽  
Anup Kumar ◽  
Parijat Upadhyay ◽  
Yogesh K. Dwivedi
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Cognitive Appraisal ◽  
Social Networking Site ◽  
Equation Modeling ◽  
Individual Response ◽  
Content Type ◽  
Social Distancing

PurposeSocial distancing is an important strategy to control the spread of the COVID-19 pandemic, so it is imperative to understand the behavioral impact of social distancing on individuals. This research studied social distancing from a cognitive appraisal of voluntary social distancing compliance (CAVSD) point of view and a non-medical perspective, specifically the psychological impact (PI) of social distancing on the usage intensity of social networking sites (SNS) during the COVID-19 outbreak in India.Design/methodology/approachThe study was conducted on 477 SNS users as a full sample and groups based on age, sex and work status. The model was empirically investigated using structural equation modeling.FindingsCAVSD was negatively associated with PI although it was not a significant predictor, while CAVSD and PI were significant predictors of SNS usage intensity; moreover, SNS usage intensity differed between groups of people.Practical implicationsThese findings are significant for organizations, corporations and educational institutions in both the public and private sectors. There is a need to identify subsections of individuals in need of social support and relief from isolation and loneliness. Individuals are relying on social media to handle social distancing and the pandemic, and this shows up in an increase in social networking activity.Originality/valueThis study contributes to the existing literature by positing social networking as a basic virtual need for socialization, and social media platform assists in that. Cognitive appraisal is an important determinant of individual response.

scholarly journals Young consumers’ brand communications literacy in a social networking site context

2016 ◽  
Vol 50 (11) ◽  
pp. 2018-2040 ◽  
Author(s):  
Margaret-Anne Lawlor ◽  
Áine Dunne ◽  
Jennifer Rowley
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Participant Observation ◽  
Online Advertising ◽  
Social Networking Site ◽  
Group Discussions ◽  
Content Type ◽  
Young Consumers ◽  
Fit For Purpose ◽  
Advertising Literacy

Purpose While substantial scholarly attention has been given to children’s understanding of advertising in the context of traditional advertising channels, there is a gap in the literature with regard to children’s commercial awareness in the context of online social networking sites. This paper aims to seek to explore the nature and extent of advertising literacy among young consumers in the context of their use of social networking sites, namely, Facebook and Bebo. Design/methodology/approach A three-stage study was conducted with 12 to 14-year-old girls, using focus group discussions, participant observation and in-depth interviews. Findings The study illustrates that the increasingly blurred line between online advertising and other forms of online brand-related content is militating against the development of advertising and marketing literacy in young consumers. A key issue which is discussed is the extent to which the traditional conceptualisation of advertising literacy is “fit for purpose” in an online context. Originality/value The authors propose an alternative to the advertising literacy concept, namely, the Online Brand Communications literacy framework. This framework recognises the convergence of traditional online advertising and other forms of online brand content and also acknowledges that the messaging around a brand may originate from the brand owner in a variety of overt and covert forms. Equally, online consumers may also act as brand promoters when they engage in brand-related word-of-mouth.

scholarly journals An Exploration into the Impact of Social Networking Site (SNS) Use on Body Image and Eating Behavior of Physically Active Men

2020 ◽  
pp. 106082652091326
Author(s):  
Orla Flannery ◽  
Kerrie Harris ◽  
Ursula Anne Kenny
Keyword(s):  
Body Image ◽  
Social Networking ◽  
Eating Behavior ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Future Research ◽  
Structured Interviews ◽  
Physically Active ◽  
Increased Risk ◽  
The Impact

The rapid proliferation of social networking sites (SNSs) has transformed the way people now socialize and communicate. SNSs have been recognized to contribute to body image (BI) dissatisfaction and disordered eating behavior (EB). Few qualitative studies have explored this issue in men. The aim of the current study was to investigate male SNS use and possible impacts on BI and EB. One-to-one semi-structured interviews were conducted with eight men in the United Kingdom. Interviews aimed to examine men’s views on the potential impact of SNSs on BI and EB. Data were thematically analyzed. Findings suggested that SNSs may be a useful nutrition idea tool and motivational platform for men to improve their diet and exercise uptake. However, results also indicated that SNS use may contribute to BI dissatisfaction and increased risk of disorder. Future research may identify risk factors of SNS use, male BI concerns, and eating pathology across the lifespan.

The impact of Facebook on libraries and librarians: a review of the literature

2014 ◽  
Vol 48 (3) ◽  
pp. 226-245 ◽  
Author(s):  
Evgenia Vassilakaki ◽  
Emmanouel Garoufallou
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Relevant Literature ◽  
Lessons Learned ◽  
Social Networking Site ◽  
Library Science ◽  
Main Body ◽  
Content Type ◽  
Selective Review ◽  
The Impact

Purpose – Social networking sites are becoming more and more popular triggering an increase in published research and impacting different aspects of daily life. One such aspect concerns libraries and librarians and the way they have adopted social networking sites. The purpose of this paper is to present a selective review on libraries’ adoption and use of a specific social networking site such as Facebook in order to promote their services. Design/methodology/approach – The method of selective review is employed to identify, document and present the relevant literature in a structured and annotated way. More specifically, all types of documents published between 2006 and 2012 are considered. In addition, the papers are assigned based on their expressed aim/s to emerged themes and sub-themes. Findings – It was found that the main body of the reported literature focused on reporting experiences, problems and lessons learned from building a presence on Facebook. A few studies aimed to explore users’ and librarians’ perspectives towards social networking sites whereas there is a strong need for specific guidelines to assist libraries and librarians in adopting Facebook. Research limitations/implications – This systematic literature review consists of articles published between 2006 and 2012. Originality/value – This paper contributes to identifying, collecting and presenting research regarding the use of Facebook in the field of library science. In addition, it identifies and summarises the main problems and challenges libraries and librarians are faced with when employing Facebook.

Social Learning Sites?

2011 ◽  
pp. 249-268
Author(s):  
Mathias Decuypere ◽  
Steven Bruneel
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Faculty Members ◽  
Structured Interviews ◽  
Privacy Concerns ◽  
Sharp Distinction ◽  
The Social ◽  
Willingness To Adopt ◽  
Academic Year

Social networking sites are extremely popular nowadays – especially amongst students – and are increasingly the subjects of educational research. But there is a sparse research base on students’ willingness to adopt social networking sites in their education. In this chapter we investigate to what extent Facebook is used as an educational tool. By means of semi-structured interviews, we asked students why they use Facebook and whether they allow faculty members into their personal sites, or not. During the period of one academic year 2009-2010, 15 students of different bachelor programs in a Flemish University were interviewed several times. The results demonstrate that students draw a sharp distinction between the ways they use Facebook, and why they do so. Furthermore, they barely use the social networking site for educational purposes. Consequently, students are not inclined to allow faculty members presence (as ‘friends’ on Facebook). These results are interpreted in terms of privacy concerns, and we conclude this chapter with some critical reflections concerning the current research about the effectiveness and the educational possibilities of social networking sites.

Sign in / Sign up

Export Citation Format

Share Document