An investigation of Facebook boredom phenomenon among college students

2015 ◽  
Vol 16 (4) ◽  
pp. 468-480 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Anita Qureshi
Keyword(s):  
College Students ◽  
Social Media ◽  
Social Networking ◽  
Undergraduate Students ◽  
Underlying Mechanism ◽  
Social Networking Site ◽  
Site Factors ◽  
Content Type ◽  
Uses And Gratification Theory ◽  
Marketing Activities

Purpose – The purpose of the paper is to provide an initial understanding of the factors influencing and emanating from Facebook boredom. Specifically, the study addresses important issues such as reasons for liking and disliking Facebook, Facebook users’ boredom states with this social networking site, factors associated with Facebook boredom and impact of boredom on the success and effectiveness of social marketing activities. Design/methodology/approach – A paper and pencil questionnaire was administered to undergraduate students at two local universities in exchange for course credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of our study. Bootstrapping technique, Sobel test, ANOVA and regression techniques were used to test the hypotheses and address research questions. Findings – The results indicate that both genders are experiencing Facebook boredom and spend less time on Facebook. Moreover, Facebook boredom negatively impacts users’ attitudes toward this social networking site, which in turn impact attitudes towards ads on Facebook. This observation reveals an important point regarding the necessity of studying the phenomenon of Facebook boredom for marketers. Also, the findings indicate that age is an important factor impacting users’ level of boredom with Facebook, as younger users report significantly higher levels of Facebook boredom as compared to older users. Research limitations/implications – To capture the opinion of Facebook users, this study used a sample of college students at two universities which may not be representative of the entire population of Facebook users. Much of the existing research on Facebook, however, has focused on undergraduate college students and is primarily based on studies utilizing the undergraduate population. Originality/value – This is the first study to empirically examine the phenomenon of Facebook boredom by linking major theories of boredom with uses and gratification theory. The results add to the extant literature by identifying the underlying mechanism through which boredom with social media impacts effectiveness of social media marketing activities. The results shed more light on the consequences of Facebook boredom for digital marketers and reveal that age is an important factor in Facebook boredom.

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.

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

Technology acceptance model (TAM) and social media usage: an empirical study on Facebook

2014 ◽  
Vol 27 (1) ◽  
pp. 6-30 ◽  
Author(s):  
Rupak Rauniar ◽  
Greg Rawski ◽  
Jei Yang ◽  
Ben Johnson
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Technology Acceptance ◽  
Technology Acceptance Model ◽  
Social Networking Site ◽  
Data Set ◽  
Content Type ◽  
Media Usage ◽  
Usage Behavior ◽  
Acceptance Model

Purpose – Given the widespread popularity of social media, such as Twitter, Facebook, Google+, and LinkedIn, theorizing and understanding the user attitude and usage behavior of social media site is fundamental in developing future understandings and deployment of these new technologies. One approach to such studies on drivers of social media usage behavior would be to revisit the technology acceptance model (TAM). The purpose of this paper is to discuss these issues. Design/methodology/approach – Decades of extensive research have focussed on validating the TAM, proposed by Davis (1986), for various types of information systems and communication technologies. TAM forecasts individual adoption and voluntary use of technology. This study examines individual adoption behavior of the most popular social networking site Facebook. The influences on the intention of using social networking based on individual's perceived ease of use (EU), the user's critical mass (CM), social networking site capability (CP), perceived playfulness (PP), trustworthiness (TW), and perceived usefulness (PU) is empirically examined with a primary data set of 398 users of Facebook gathered from a web-based questionnaire survey. Findings – The results demonstrate that the revised social media TAM model proposed in this study supports all the hypotheses of social media usage behavior. The results of this study provide evidence for the importance of additional key variables to TAM in considering user engagement on social media sites and other social-media-related business strategies. Originality/value – Based on our review of existing scientific literature on social media, few empirical studies have been conducted to scientifically evaluate and explain the usage behavior of social media using Facebook. A validated instrument of usage behavior of social media can provide usability experts and practitioners with a validated tool to assess social media acceptance and usage behavior. This can help us gain a better understanding of “who is and who is not using these sites, why and for what purposes” (Boyd and Ellison, 2007).

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.

Measuring customer social participation in online travel communities

2017 ◽  
Vol 8 (3) ◽  
pp. 432-464 ◽  
Author(s):  
Shampy Kamboj ◽  
Zillur Rahman
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Participation ◽  
Reliability And Validity ◽  
Mobile App ◽  
Social Networking Site ◽  
Customer Participation ◽  
Content Type ◽  
Brand Communities ◽  
Service Companies

Purpose The purpose of this paper is to develop and validate a scale to measure customer social participation in brand communities, specifically e-travel companies’ communities. Design/methodology/approach A qualitative research has been undertaken to generate a pool of items. Based on Churchill’s (1979) scale development process, numerous reliability and validity tests have been conducted to confirm the scale structure. Data were collected through online and field surveys from the students and hotel guests who have either subscribed, liked or joined any e-travel service companies’ community brand page using any social networking site or have ever posted or considered reviews and ratings of any e-travel service companies via their official site or via a mobile app while planning their travel. Findings The findings depict nine items on a three-dimensional scale for measuring customer participation in travel brand communities created on social networking sites. Research limitations/implications The findings provide important implications for hotel and travel managers and are likely to encourage future studies in the field of social media and travel brand communities. Originality/value This paper contributes to the literature by providing refinement to the distinct operationalization and conceptualization of customer online participation, specifically in social media-based travel brand communities. This paper is the first to develop a multidimensional scale of customer social participation in e-travel companies’ communities. This is a new addition to existing literature, as the majority of empirical studies in this field are from participation other than customer social participation and contexts different from e-travel companies.

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.

The influence of perceived social media marketing activities on brand loyalty

2017 ◽  
Vol 29 (1) ◽  
pp. 129-144 ◽  
Author(s):  
Ahmed Rageh Ismail
Keyword(s):  
Social Media ◽  
Undergraduate Students ◽  
Brand Loyalty ◽  
Social Media Marketing ◽  
Convenience Sample ◽  
Content Type ◽  
Value Consciousness ◽  
Marketing Activities ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the impact of social media marketing activities on brand loyalty, value consciousness and brand consciousness. Design/methodology/approach A self-administered questionnaire was developed and administered to a convenience sample of 346 undergraduate students Findings The findings of this research indicated that social media marketing has a significant effect on brand loyalty; brand consciousness and value consciousness mediate the relationship between social media marketing and brand loyalty. Originality/value This study confirms the growing importance of social media marketing. It also provides insights for marketers on envisioning brand loyalty.

Impact of social media on the academic performance of college students in Kashmir

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ishfaq Ahmad Palla ◽  
Arslan Sheikh
Keyword(s):  
College Students ◽  
Social Media ◽  
Academic Performance ◽  
Undergraduate Students ◽  
Age Groups ◽  
Content Type ◽  
Social Media Networks ◽  
Academic Grades ◽  
Use Of Social Media ◽  
The Impact

Purpose The use of social media is prevalent and having the largest number of members than any other online platform available on the internet. Members of all age groups use social media websites according to their needs. This study aims to investigate the impact of social media usage on the academic performance of college students in Kashmir. Design/methodology/approach A structured questionnaire was formulated and a survey was carried out to collect data from the undergraduate students of different government colleges in Kashmir. The questionnaires were distributed randomly among both, male and female of the first, second and third year students of different undergraduate programs. Findings The findings show a majority of the students use social media networking sites to fulfill their educational needs. YouTube is the most largely used social media network among undergraduate students. A majority of the students feel that social media networks are easy to use and they have been using these sites for the past three years. The use of social media greatly helps the students to share knowledge and information with others, to improve their academic grades and to improve their reading and writing skills. A majority of the students spend an hour in using social media networks. Students use their laptops, mobile phones and personal computers to access social media websites. Social implications This study will help to highlight the important role of social media networks in the pedagogical activities of students. Originality/value This study affirms that students do use social media networking sites for academic purposes, which is a good factor to improve their academic skills and grades. Teachers must encourage their students to make the best use of social media networking sites for recreational and academic purposes.

Social media and the ladder to the top

2015 ◽  
Vol 31 (3) ◽  
pp. 24-26
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Case Studies ◽  
Design Methodology ◽  
Reading Time ◽  
Social Networking Site ◽  
Content Type ◽  
The Past ◽  
Pertinent Information ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – Social networking site participants spend a lot of time developing relationships via a medium that has exploded during the past decade or so. This article looks at the extent to which it can really help people to create contacts that will be beneficial for their careers. Evidence appears to support the theory that time spent this way will not be wasted, although there are key choices to be made. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Social networking for scientists: an analysis on how and why academics use ResearchGate

2017 ◽  
Vol 41 (5) ◽  
pp. 744-759 ◽  
Author(s):  
Nicole Muscanell ◽  
Sonja Utz
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Online Survey ◽  
Social Networking Site ◽  
Systematic Research ◽  
User Engagement ◽  
Career Outcomes ◽  
Negative Consequences ◽  
Content Type ◽  
Survey Approach

Purpose The purpose of this paper is to examine the usage and utility of ResearchGate (RG), which is a social networking site where scientists disseminate their work and build their reputations. In a sample consisting largely of American and European academics, the authors analyzed the ways they use the site, what they thought about the site’s utility, and the effects of usage on career outcomes. Design/methodology/approach The authors employed an online survey approach to target scientists who have an active RG account. Scientists who were not users were also recruited in order to get a better idea of the reasons for their nonuse. Findings Most academics who have an RG account did not use it very heavily. Users did not perceive many benefits from using the site, and RG use was not related to career satisfaction or informational benefits, but was related to productivity and stress. Research limitations/implications Systematic research is needed to explore positive and negative consequences of using professional social media in academia, especially productivity and stress. Findings also suggest that RG needs to increase user engagement. Originality/value This study is one of the first to closely examine how and why people in academia use professional social media sites and whether usage leads to perceived benefits and effects on more general career outcomes.

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