The impact of sharing brand messages: How message, sender and receiver characteristics influence brand attitudes and information diffusion on Social Networking Sites

2019 ◽  
Vol 44 (2) ◽  
pp. 162-184 ◽  
Author(s):  
Theo Araujo
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Information Diffusion ◽  
Viral Marketing ◽  
Brand Attitudes ◽  
Opinion Seeking ◽  
Diffusion Mechanisms ◽  
Message Evaluation ◽  
The Impact ◽  
The Relationship

Abstract Social Networking Sites (SNSs) not only enable users to read or create content about brands, but also to easily pass along this content using information diffusion mechanisms such as retweeting or sharing. While these capabilities can be optimal for viral marketing, little is known, however, about how reading brand messages passed along by SNS contacts influences online brand communication outcomes. Results of a survey with active SNS users indicate that (1) message evaluation, (2) the relationship with the sender, and (3) the receiver’s opinion leadership and opinion-seeking levels influence not only the receiver’s intention to pass along the message further, but also his or her attitude towards the brand. The implications of these findings are discussed, including how these capabilities brought on by SNSs change the brand-consumer relationship online.

Digital Social Networking Use Effect on Individual Job Performance

2021 ◽  
pp. 29-48
Author(s):  
Marwa Mallouli Ben Zouitina ◽  
Zouhour Smaoui Hachicha
Keyword(s):  
Literature Review ◽  
Social Networking ◽  
Social Networking Sites ◽  
Work Performance ◽  
Multiple Case Study ◽  
Structured Interviews ◽  
Multiple Case ◽  
The Impact ◽  
The Relationship

This chapter aims to explore the impact of social networking sites (SNS) usage on individual work performance (IP). A literature review revealed contrasting results. A multiple-case study on 15 employees from eight Tunisian firms has been conducted to highlight the SNS effects on IP in the specific context of democratic transition. Data have been collected by semi-structured interviews and coded using the Nvivo 10 software. The analysis shows that, depending on the level of SNS usage, three types of effect are identified on IP at work: positive, negative, or null. This result invites researcher to consider the usage intensity when analyzing SNS effects on IP. Understanding the different types of SNS usage by actors and their effects on IP could help managers to take appropriate decisions to take profit from this usage. This research suggests also that organizational policy moderates the relationship between SNS usage and IP.

scholarly journals Virtual Reality Life Writing and Young Adult Media Practice

2021 ◽  
Vol 10 ◽  
pp. BB24-BB39
Author(s):  
Hannah Fleming
Keyword(s):  
Virtual Reality ◽  
Social Networking ◽  
Social Networking Sites ◽  
Life Writing ◽  
Digital Technologies ◽  
Fan Fiction ◽  
Immersive Virtual Reality ◽  
Critical Studies ◽  
The Impact ◽  
The Relationship

This article investigates the impact of digital technologies on the production of life writing texts and media for and by young adults. Five categories in total are examined: (i) Fan Fiction, (ii) life simulator games, (iii) SNS (social networking sites), (iv) VR (virtual reality) documentaries and (v) Webtoons. The article begins by synthesising numerous critical studies on children’s and digital life writing, before analysing two IVR (immersive virtual reality) documentaries in depth. It concludes by discussing the relationship between these on-the-go, online and immersive VR modes and fantasised futures, narratives of extremity and the slice of life genre.

scholarly journals The Dynamics of Social Media and Value Co-Creation

2019 ◽  
pp. 22-42 ◽  
Author(s):  
Kamna Sahni ◽  
Kenneth Appiah
Keyword(s):  
Social Media ◽  
High Risk ◽  
Social Networking ◽  
Digital Media ◽  
Social Networking Sites ◽  
Effective Communication ◽  
Viral Marketing ◽  
Huge Number ◽  
Illegal Activity ◽  
The Relationship

Social media is considered trustworthy by consumers, and this has resulted in a strong consumer focus on social media to acquire information related to products and services. There are various benefits offered by social media, but security is a major concern as viruses and other threats can affect a huge number of users of social media. These platforms are not well governed. Indeed, they are highly decentralized and could easily be accessed, and this presents a high risk of illegal activity. Businesses continue to reap the benefits of incorporating social media into their strategies. There has been a shift in focus from conventional media to online and digital media in the form of social networking sites, wikis, and blogs. This has given rise to viral marketing as a means of effective communication and sharing information. The current chapter aims to explore the relationship between social media and value co-creation.

Do Social Networking Sites Influence Well-Being? The Extended Active-Passive Model

2021 ◽  
pp. 096372142110536
Author(s):  
Philippe Verduyn ◽  
Nino Gugushvili ◽  
Ethan Kross
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Well Being ◽  
Future Research ◽  
User Characteristics ◽  
Future Research Directions ◽  
Nuanced Understanding ◽  
The Impact ◽  
The Relationship ◽  
Passive Model

Do social networking sites (SNSs) influence well-being? According to the active-passive model of SNS use, the impact of SNSs on well-being depends on how they are used: Using SNSs actively to interact with other users positively affects well-being, whereas passive consumption of SNS content negatively affects well-being. However, emerging evidence suggests that the active-passive distinction is too coarse to fully capture the relationship between SNS use and well-being. Here we describe the extended active-passive model of SNS use, which refines the original model in three ways: It decomposes active use, decomposes passive use, and crosses usage types with user characteristics. We describe recent empirical evidence illustrating the benefits of these three extensions and highlight important future research directions. The extended active-passive model of SNS use provides a nuanced understanding of the relationship between SNS use and well-being by highlighting that active use of SNSs is not always beneficial and passive use is not always detrimental.

Determinants of users’ information dissemination behavior on social networking sites

2018 ◽  
Vol 28 (2) ◽  
pp. 393-418 ◽  
Author(s):  
Juan Shi ◽  
Ping Hu ◽  
Kin Keung Lai ◽  
Gang Chen
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Information Diffusion ◽  
Information Dissemination ◽  
Theoretical Framework ◽  
Viral Marketing ◽  
Related Factor ◽  
Related Factors ◽  
Content Type ◽  
Relevant Factors

Purpose As a new communication paradigm, social networking sites (SNS) have boosted information diffusion and viral marketing. Prior researchers have identified various factors affecting information dissemination on SNS. However, they often focus on limited factors and there is a lack of an integrated theoretical framework that explains aspects of relevant factors. Besides, the research on the impacts of relationships on individual retweeting behavior is still controversial. The purpose of this paper is to propose a theoretical framework to systematically investigate the determinants of individual dissemination behavior on SNS based on the elaboration likelihood model (ELM). Moreover, the authors also examine the relative importance of those relevant factors. Design/methodology/approach The authors randomly selected 1,250 members of Twitter and crawled posts published by each member since he/she created the Twitter account using Twitter API. The authors processed the data to create panel data and tested hypotheses with the panel logit model. Findings Factors both on the central route and on the peripheral route of ELM have positive impacts on individual dissemination behavior. Among them, information receiver-related factor and relationships-related factors are the most influential. Contrastingly, source-related factors are the least influential. Furthermore, the authors find that social tie strength mediates almost 50 percent of the effect of value homophily on individual dissemination behavior. Originality/value The authors are the first to directly apply ELM to examine individual dissemination behavior on SNS. By integrating factors into the two information processing routes, They incorporate relevant factors into the model and systematically analyze their impacts on individual retweeting behavior on SNS. The research offers at least one explanation for the contradictory findings about the effect of homophily on individual sharing behavior in previous research. The authors propose new variables that gauge topical relevance and interpersonal value homophily on SNS.

scholarly journals The Impact of Using Social Networking Sites at Work on Organizational Knowledge

2021 ◽  
Vol 12 (3) ◽  
pp. 347-365
Author(s):  
Ather Akhlaq ◽  
Wajaht Ali ◽  
Kanwal Gul
Keyword(s):  
Data Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Organizational Knowledge ◽  
Emotional Disclosure ◽  
Multinational Organizations ◽  
Equation Modelling ◽  
The Impact ◽  
The Relationship

Many of the employers fear a reduction in productivity when employees use social networking sites (SNSs) such as Facebook for non-work purposes during office hours. Employers then have started regulating SNSs usage at work, but extreme monitoring and blockage of SNSs can spoil the relationship between employers and employees and can negatively affect organizational knowledge (OK). Therefore, this study investigates the effect of using SNSs on OK by employees at work. Collecting data from employees working in national and multinational organizations and using structural equation modelling for data analysis, the results showed that using SNSs for business activities and for emotional disclosure enhanced OK. In contrast to these findings, work deviation caused using SNSs decreased OK but had no effect on productivity. Finally, the study concluded that the benefits of using SNSs at work are increasingly growing but require transparent policies to reduce employee distractions.

scholarly journals The impact of using social networking sites at work on organizational knowledge

2021 ◽  
Vol 12 (3) ◽  
pp. 0-0
Keyword(s):  
Data Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Organizational Knowledge ◽  
Emotional Disclosure ◽  
Multinational Organizations ◽  
Equation Modelling ◽  
The Impact ◽  
The Relationship

Many of the employers fear a reduction in productivity when employees use social networking sites (SNSs) such as Facebook for non-work purposes during office hours. Employers, then have started regulating SNSs usage at work, but extreme monitoring and blockage of SNSs can spoil the relationship between employers and employees and can negatively affect organizational knowledge (OK). Therefore, this study investigates the effect of using SNSs on OK by employees at work. Collecting data from employees working in national and multinational organizations and using structural equation modelling for data analysis, the results showed that using SNSs for business activities, and for emotional disclosure enhanced OK. In contrast to these findings, work deviation caused using SNSs decreased OK but had no effect on productivity. Finally, the study concluded that the benefits of using SNSs at work are increasingly growing but require transparent policies to reduce employee distractions..

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.

scholarly journals The Perceived Impact of Social Networking Sites and Apps on the Social Capital of Saudi Postgraduate Students: A Case Study

2021 ◽  
Vol 13 (1) ◽  
pp. 20
Author(s):  
Abdulelah A. Alghamdi ◽  
Margaret Plunkett
Keyword(s):  
Social Capital ◽  
Life Satisfaction ◽  
Social Networking ◽  
Social Networking Sites ◽  
Civic Participation ◽  
Social Trust ◽  
Political Engagement ◽  
Postgraduate Students ◽  
The Social ◽  
The Impact

With the increased use of Social Networking Sites and Apps (SNSAs) in Saudi Arabia, it is important to consider the impact of this on the social lives of tertiary students, who are heavy users of such technology. A mixed methods study exploring the effect of SNSAs use on the social capital of Saudi postgraduate students was conducted using a multidimensional construct of social capital, which included the components of life satisfaction, social trust, civic participation, and political engagement. Data were collected through surveys and interviews involving 313 male and 293 female postgraduate students from Umm Al-Qura University (UQU) in Makkah. Findings show that male and female participants perceived SNSAs use impacting all components of social capital at a moderate and mainly positive level. Correlational analysis demonstrated medium to large positive correlations among components of social capital. Gender differences were not evident in the life satisfaction and social trust components; however, females reported more involvement with SNSAs for the purposes of political engagement while males reported more use for civic participation, which is an interesting finding, in light of the norms and traditional culture of Saudi society.

scholarly journals #SocialMedia: Exploring the Relationship of Social Networking Sites on Body Image, Self-Esteem, and Eating Disorders

2017 ◽  
Vol 3 (2) ◽  
pp. 205630511770440 ◽  
Author(s):  
Sara Santarossa ◽  
Sarah J. Woodruff
Keyword(s):  
Body Image ◽  
Eating Disorder ◽  
Social Networking ◽  
Social Networking Sites ◽  
Online Survey ◽  
Self Esteem ◽  
Social Networking Site ◽  
Dependent Relationship ◽  
Relationship Of ◽  
The Relationship

The aim of this study was to investigate whether problematic social networking site (SNS) use (i.e., degree of dependent relationship with SNSs), total SNS time/day, total SNS friends, and specific SNS activities were related to body image (BI), self-esteem (SE), and eating disorder (ED) symptoms/concerns. A sample of young adults ( N = 147) completed an online survey which measured SNS usage, problematic SNS use, BI, SE, and ED symptom/concerns. The findings revealed that females and males spent 4.1 ± 3.9 and 2.9 ± 2.8 hr on SNS, respectively, with the majority of time spent lurking (i.e., looking at another users’ profile but not actually communicating with them). Furthermore, problematic SNS use was found to be related to BI, SE, and ED symptoms/concerns. Moreover, SNS activities, such as lurking and posting comments on others’ profiles, were found to be related to BI, whereas SNS total time was found to be related to ED symptoms/concerns. Overall, this study demonstrates the possible correlational influence of SNSs on BI, SE, and ED symptoms/concerns.

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