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.

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.

scholarly journals The value of social networking sites in hotels

2019 ◽  
Vol 22 (2) ◽  
pp. 114-132 ◽  
Author(s):  
Sarah Diffley ◽  
Patrick McCole
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Customer Value ◽  
Hotel Industry ◽  
Research Area ◽  
Theory And Practice ◽  
Content Type ◽  
Marketing Activities ◽  
The Impact ◽  
Hotel Marketing

Purpose Despite the rapid growth of social networking sites (SNSs), research demonstrating the marketing application of these technologies is lacking. Consequently, this paper aims to explore the impact of SNSs on hotel marketing activities. Design/methodology/approach An exploratory study was used. Adopting a key informant approach, in-depth interviews were conducted with 14 respondents in the hotel industry, who use SNSs as part of their hotel marketing efforts. Findings Networked interactions facilitated by SNSs can influence the marketing activities of hotels in many ways. This extends to deeper connections and co-creating value with customers to enhance the market offerings and promotional activities of the firm. Not all interviewees capitalised upon the capabilities offered by SNSs. Practical implications SNSs act as a key knowledge resource that can be used by practitioners to create and deliver superior customer value. However, the extent to which this is achieved depends on who is responsible for implementing it. Specifically, those with a more proactive attitude and approach towards marketing on SNSs tend to reap greater benefits. Originality/value Using the service-dominant logic as a guide, this paper offers greater insight into the theory and practice of social media marketing in the hotel industry, an under-studied and fragmented research area.

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.

MODEL OF PERCEIVED INFLUENCE OF ACADEMIC PERFORMANCE USING SOCIAL NETWORKING

2012 ◽  
Vol 2 (2) ◽  
pp. 24-29 ◽  
Author(s):  
Oye Nathaniel David ◽  
Adam Mahamat Helou ◽  
Nor Zairah Ab.Rahim
Keyword(s):  
Academic Performance ◽  
Social Networking ◽  
Undergraduate Students ◽  
Social Networking Sites ◽  
Positive Influence ◽  
Social Dimension ◽  
Policy Makers ◽  
Proposed Model ◽  
The Social ◽  
Old Friends

Social networking sites have created a new social dimension where individuals can increase their social awareness by keeping in touch with old friends, making new friends, getting new data or products and gathering information in other aspects of everyday life. This helps individuals become more knowledgeable, which is very beneficial for students. Based on this, the paper proposed a model of perceived influence of academic performance using social networking. The proposed model was interpreted based on the academic performance of FSKSM (Faculty of computer Science and Information systems) students using SNSs in UTM. The study confirmed that majority of students agreed the social networking media have positive influence on their academic performance. Hence there is need for FSKSM policy makers to evolve strategies to guide and ensure that social networking sites are adopted mostly for academic purposes especially among the undergraduate students of the faculty.

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.

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.

Entrepreneurial learning through online social networking in high-tech startups

2017 ◽  
Vol 23 (3) ◽  
pp. 406-425 ◽  
Author(s):  
Emanuela Scarmozzino ◽  
Vincenzo Corvello ◽  
Michele Grimaldi
Keyword(s):  
Social Networking ◽  
Hierarchical Regression ◽  
Future Research ◽  
High Tech ◽  
Online Social Networking ◽  
Entrepreneurial Learning ◽  
Content Type ◽  
Factors Affecting ◽  
The Social ◽  
Knowledge Seeking

Purpose The purpose of this paper is to analyze the contribution of professional social networking websites (PSNWs) to entrepreneurial learning in high-tech startups. In addition, in the present paper, the relationships between intellectual capital (IC) and PSNW-supported entrepreneurial learning have been investigated. Design/methodology/approach The paper is based on data collected through a questionnaire distributed to entrepreneurs and managers of high-tech startups. In order to understand the behavior of startuppers in PSNWs two theoretical constructs have been devised, which could put into evidence knowledge sharing and knowledge seeking occurrences. In these constructs, entrepreneurial learning represents the dependent variable, while IC components are considered as moderators. The obtained results have been analyzed through hierarchical regression. Findings Results have indicated that PSNWs support the learning processes of startuppers and that the social capital, one of the components of IC acts as an important mediator in the hypothesized relationships between knowledge seeking activities and entrepreneurial learning. Research limitations/implications This study has taken a sample of middle-sized entrepreneurships into consideration. Future research could be focused on larger entrepreneurships, in order to validate the obtained results. In addition, it could be interesting to examine further factors affecting the improvement of entrepreneurial learning practices in startuppers and larger organizations. Originality/value PSNWs are often used by entrepreneurs to create relations and to exchange knowledge. This fact notwithstanding, there is a dearth of studies that analyze how entrepreneurial learning can be facilitated by online social networking. The paper provides a clearer view of these issues and represents a first step in filling this research gap.

Impact of social commerce constructs and social support on social commerce intentions

2019 ◽  
Vol 32 (1) ◽  
pp. 68-93 ◽  
Author(s):  
Zaryab Sheikh ◽  
Liu Yezheng ◽  
Tahir Islam ◽  
Zahid Hameed ◽  
Ikram Ullah Khan
Keyword(s):  
Social Support ◽  
Social Networking ◽  
Relationship Quality ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Social Commerce ◽  
Content Type ◽  
The Social ◽  
The Impact ◽  
The Relationship

PurposeThe purpose of this paper is to investigate the influence of social commerce constructs (SCCs), social support and relationship quality on social commerce intentions, which lead to use behaviour of social networking sites for social commerce.Design/methodology/approachData were collected from 343 users of social networking sites in Pakistan. The data analysis was conducted using PLS-SEM.FindingsThe results show that SCCs have empowered consumers through the existence of virtual groups, ratings and reviews and recommendations and referrals, thereby having a significant impact on social commerce intentions. The relationship quality with social networking sites, measured through commitment, satisfaction and trust, also proved to be a leading forecaster of social commerce intentions. The impact of social support could not positively influence the relationship quality with the social networking site. However, social support influences the social commerce intentions significantly.Research limitations/implicationsFuture research should enrich model with some moderating variables and data may be collected from actual online shoppers only.Practical implicationsThis study provides valuable insights to retailers to formulate their social commerce strategies as per decision factors results to have maximum engagement of consumers in social commerce.Originality/valueThe study proposes the unique model for finding the social commerce intentions and use behaviour using social support theory, relationship marketing theory and information systems literature.

Why people use social networking sites passively

2018 ◽  
Vol 70 (2) ◽  
pp. 158-175 ◽  
Author(s):  
Xinhua Zhu ◽  
Zheshi Bao
Keyword(s):  
Social Networking ◽  
Impression Management ◽  
Social Networking Sites ◽  
Underlying Mechanism ◽  
Social Networking Site ◽  
Research Model ◽  
Privacy Concern ◽  
Content Type ◽  
Positive Effects ◽  
Insight Into

Purpose The purpose of this paper is to explore the underlying mechanism of how passive social networking site (SNS) use happens from aspects of impression management concern, privacy concern, and SNS fatigue, and then examine whether sense of membership can work as a moderator in this process. Design/methodology/approach The authors proposed a research model by integrating impression management concern, privacy concern, and SNS fatigue. A total of 301 valid online questionnaires were collected, and these data were assessed by PLS-SEM. Findings The results show that both impression management concern and privacy concern have direct and positive effects on passive SNS use, and meanwhile they can also indirectly and positively affect passive SNS use through SNS fatigue. Besides, the relationships between impression management concern and its outcomes (SNS fatigue and passive SNS use) can be moderated by sense of membership. Originality/value This research is novel in focusing on the formation of passive SNS use and providing new insight into some factors which can trigger users’ passive behaviors in SNS usage. The findings will contribute to SNS literature by offering a well proven conceptual model that facilitates the understanding of passive SNS use.

Exploring the dark-side of E-HRM: a study of social networking sites and deviant workplace behavior

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sunanda Nayak ◽  
Pawan Budhwar ◽  
Vijay Pereira ◽  
Ashish Malik
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Emerging Market ◽  
Western Country ◽  
Dark Side ◽  
Content Type ◽  
Starting Point ◽  
The Social ◽  
Emerging Country ◽  
Managerial Implications

PurposeRapid technological advancements and the ever-increasing demand for Internet and social networking sites worldwide have increased the opportunity for extensive use and misuse of these platforms. Research and practice have typically focused on the brighter side of social networking sites due to the adoption of EHRM (Electronic Human Resource Management). However, less is known about the dark side of EHRM, especially the drawbacks associated with the use of social networking (SNs) platforms in organisations. In addition, most of such studies have primarily involved the western country context, and in an emerging country scenario, these kinds of studies are limited. Hence, the study aims to investigate the complexities of the use of SNs as an e-HRM strategy in organisations in an emerging country context.Design/methodology/approachDrawing on 26 in-depth interviews of HR practitioners and analysing their narratives surrounding employees' use of social networking (both enterprise social networks [ESNs] and social networking sites [SNSs]), this study illuminates the dark or the adverse side of EHRM. Specifically, it focuses on the link between employees' deviant workplace behaviour and their usage of social networking (SN) platforms in organisations (i.e. SNs at workplaces influencing employee's unethical behaviour at work).FindingsThe empirical findings reveal the subtle intentional and unintentional indulgence of employees via SNs in various types of deviant behaviours such as sharing confidential information, bullying, harassment, breaching colleagues' privacy, etc., at the workplace in the emerging market context of India. Utilising the social networking perspective and the 4Ps of deviant theory, this article describes deviance behaviours in detail and explains the inadvertent complexities of leveraging SNs as an EHRM tool at the workplace. These insights then provide a starting point for discussing the theoretical and managerial implications of the research findings.Research limitations/implicationsDerived from the current research, this model offers an integrative frame-work for understanding DWBs in SNs platforms in general. This also shows that use of SNs at workplace often leads the employee engaging in non-productive activity. Hence future studies can explore the application of this framework in organizations in detail, thus further highlighting the usefulness of EHRM to understand the employee behaviours at the workplace by the organisations.Practical implicationsThe research offers several managerial implications concerning the use of SNs as EHRM strategy at the workplace, which is perceived as a global challenge nowadays. Primarily it offers suggestions for the social media professionals and HR practitioners regarding the use of SNs in organisations.Originality/valueThe study's findings highlight the complex process that explains how SNs as an EHRM strategy affect employee deviance behaviours in the workplace. Till date, no known study has considered the possible effect of SNs on deviance behavior at the workplace in an emerging country context.

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