Antecedents to Evaluating the Brand Image of Orkut as a Social Networking Society

2012 ◽  
Vol 3 (2) ◽  
pp. 60-72 ◽  
Author(s):  
Arpita Khare
Keyword(s):  
Social Networking ◽  
Social Interactions ◽  
Social Networking Sites ◽  
Brand Image ◽  
Identity Status ◽  
Self Identity ◽  
Self Image ◽  
Identity Group ◽  
National Heritage ◽  
Brand Perception

Social networking sites are perceived as interactive forums that enable users to manage their relationships through technology. The usage of social networking sites is dependent upon the brand image it connotes to the user. These forums modify social and self image of user and help in enhancing their social interactions. The research was targeted towards comprehending Indian youth’s brand perception of Orkut as a social networking forum. The results indicate that most youth used Orkut for maintaining contact with their friends and acquaintances. Six variables related to brand image of Orkut: quality, self identity, group identity, status, values and national heritage were used for understanding youth’s attitude towards Orkut. There was no difference between the two genders on the six variables. Multiple regression analysis results suggest that Indian youth’s attitude towards Orkut was most influenced by self identity and values.

scholarly journals A content analysis of teen-favored celebrities' posts on social networking sites: Implications for parasocial relationships and fame-valuation

2020 ◽  
Vol 14 (2) ◽  
Author(s):  
Keren Eyal ◽  
Tali Te'eni-Harari ◽  
Keshet Katz
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Brand Image ◽  
Professional Lives ◽  
Traditional Media ◽  
Parasocial Relationships ◽  
Self Disclosure ◽  
Public Recognition ◽  
Physical Representation

The aspiration of young people for fame – a wide public recognition – has risen in recent years. This fame-valuation is a concern for scholars, educators, and parents as it has been linked with teen self-focused aspirations, narcissism, and materialism. This rise in the value of fame has been linked to two trends: teens' increased attraction to celebrities and their use of social networking sites (SNSs). SNSs have changed the landscape of celebrity media presence compared to traditional media and enable a shift in balance between a professional and personal focus in the celebrity's brand image. Such a balance might have implications for the relationships audiences form with celebrities and, by extension, for adolescent fame-valuation. The current study examines the SNS (Facebook and Instagram) posts of teen-favored celebrities in order to map the characteristics of the messages to which adolescents are heavily exposed, that might reinforce their fascination with fame. The study is based on a content analysis of 1,075 posts by 24 teen-favored local and foreign celebrities in Israel. The study finds that celebrities' SNS posts lack depth in personal self-disclosure and are rather strongly focused on their professional lives – job-related activities, achievements, and self-promotion. Though SNSs present limited gatekeeping restrictions, celebrities choose to present a controlled image of themselves that is unprovocative, as evident in their promoted values, exhibited lifestyle, and physical representation.

Social networking sites self-image antecedents of social networking site addiction

2020 ◽  
Vol 30 (3) ◽  
pp. 243-248 ◽  
Author(s):  
Joon-ho Kim ◽  
Seung-hye Jung ◽  
Jong-chang Ahn ◽  
Bo-seong Kim ◽  
Hyun-ju Choi
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Social Networking Site ◽  
Self Image

Determinants of Customer Engagement in Electronic Word of Mouth (eWOM) Communication

2021 ◽  
pp. 196-225
Author(s):  
Anshu Rani ◽  
Urmila Itam ◽  
Shivaprasad H. N.
Keyword(s):  
Social Networking ◽  
Conceptual Model ◽  
Social Networking Sites ◽  
Positive Attitude ◽  
Word Of Mouth ◽  
Source Credibility ◽  
Brand Image ◽  
Customer Engagement ◽  
Technological Advancement ◽  
Managerial Implications

The technological advancement in the usage of social networking sites (SNSs) has grown beyond boundaries. This expansion helps organizations to capture the attention of online customers towards their products and services. The primary purpose of the study is to list the drivers of eWOM credibility and explore its role in customer engagement at SNSs. A conceptual model that categorizes source credibility, trustability, knowledge, tie strength, and homophily are identified as the drivers of eWOM source credibility in SNSs. Similarly, valence, volume, consistency, emotions, quality, and rating are listed as the drivers of eWOM message credibility. This study suggested that drivers of eWOM will impact on customer engagement and that will, in turn, result in building a positive attitude, brand image, and behaviour towards the product or service listed in the SNSs. Further, the study discusses the theoretical and managerial implications in engaging customers through eWOM.

scholarly journals Effects of Social Media Brand Reviews on Trust and Brand Perception: An Experimental Study on Facebook in Pakistani context

2017 ◽  
Vol 5 (2) ◽  
pp. 22-35
Author(s):  
Junaid Saddique ◽  
◽  
Imran Qureshi ◽  
Atif Shabbir ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Social Networking ◽  
Social Networking Sites ◽  
Perceived Risk ◽  
Low Cost ◽  
Third Party ◽  
Study Results ◽  
Managerial Implications ◽  
Brand Perception ◽  
Dispositional Trust

Attraction towards social networking sites is increasing day by day. People join social networking sites to communicate with their friends, share their feelings and gain information from different platforms. One of the most popular social networking sites is Facebook with 1.7 billion active users. However, there are many users of Facebook with fake identities, communicating with other users just for fun and enjoyment. Companies are also attracted towards Facebook for advertisement, consumer engagement and feedbacks of customers bearing very low cost. However, users with fake identities also like different products and leave their comments on different brand pages. So companies are unable to get true picture of customer’s feedback and these fake reviews also damage trust of other customers. Current study examined the effect of brand page reviews on customer’s trust, perceived risk and perceived benefit. Both fake and original comments were considered in study. Effect of reviews is tested on three types of trust (interpersonal trust, dispositional trust and institutional trust). Experimental approach was used to collect data from 300 participants. Regression analysis was used to test the hypotheses of study. Results show that people believe more in comments and information provided by their friends or by third party. While getting information from social media, users trust comments and reviews provided by other users without differentiating original and fake comments. Users of Facebook trust in brand but normally ignore information provided by company itself. Furthermore, other users of social networking sites are affected by comments and reviews. Managerial implications are also discussed.

scholarly journals A content analysis of teen-favored celebrities' posts on social networking sites: Implications for parasocial relationships and fame-valuation

2020 ◽  
Vol 14 (2) ◽  
Author(s):  
Keren Eyal ◽  
Tali Te'eni-Harari ◽  
Keshet Katz
Keyword(s):  
Content Analysis ◽  
Social Networking ◽  
Social Networking Sites ◽  
Brand Image ◽  
Professional Lives ◽  
Traditional Media ◽  
Parasocial Relationships ◽  
Self Disclosure ◽  
Public Recognition ◽  
Physical Representation

The aspiration of young people for fame – a wide public recognition – has risen in recent years. This fame-valuation is a concern for scholars, educators, and parents as it has been linked with teen self-focused aspirations, narcissism, and materialism. This rise in the value of fame has been linked to two trends: teens' increased attraction to celebrities and their use of social networking sites (SNSs). SNSs have changed the landscape of celebrity media presence compared to traditional media and enable a shift in balance between a professional and personal focus in the celebrity's brand image. Such a balance might have implications for the relationships audiences form with celebrities and, by extension, for adolescent fame-valuation. The current study examines the SNS (Facebook and Instagram) posts of teen-favored celebrities in order to map the characteristics of the messages to which adolescents are heavily exposed, that might reinforce their fascination with fame. The study is based on a content analysis of 1,075 posts by 24 teen-favored local and foreign celebrities in Israel. The study finds that celebrities' SNS posts lack depth in personal self-disclosure and are rather strongly focused on their professional lives – job-related activities, achievements, and self-promotion. Though SNSs present limited gatekeeping restrictions, celebrities choose to present a controlled image of themselves that is unprovocative, as evident in their promoted values, exhibited lifestyle, and physical representation.

Social Computing

2011 ◽  
pp. 85-100 ◽  
Author(s):  
Chaka Chaka
Keyword(s):  
Social Networking ◽  
Virtual Worlds ◽  
Social Networking Sites ◽  
Social Computing ◽  
Brand Image ◽  
Collective Intelligence ◽  
Future Trends ◽  
Thematic Synthesis ◽  
The Relationship ◽  
Synthesis Approach

This chapter investigates instances of social computing and the affordances it offers enterprise social networking. Employing a thematic synthesis approach, it argues that social computing in the form of blogs, wikis, social networking sites, and virtual worlds serves as an ideal platform that enterprises can tap into for enterprise social networking purposes. In addition, the chapter explores the way in which social computing can help enterprises leverage the relationship economy inherent in enterprise social networking. Against this background, the chapter provides, first, an overview of social computing and enterprise social networking. Second, it characterises, using examples of real world applications obtained through thematic synthesis, how enterprises can exploit instances of social computing cited above to extract business benefits from them. Third, it outlines how enterprises can harness the relationship economy, Value 2.0 and Prosumerism 2.0 to enhance their brand image and boost their online presence. Fourth, it presents caveats regarding how terms such as enterprise social networking, wikinomics, collective intelligence, relationship economy, Prosumerism 2.0 and Value 2.0 may degenerate into mantras. Fifth and last, the chapter delineates future trends likely to characterise enterprise social computing.

scholarly journals Creating Electronic Word of Mouth Credibility through Social Networking Sites and Determining Its Impact on Brand Image and Online Purchase Intentions in India

2021 ◽  
Vol 16 (4) ◽  
pp. 1008-1024
Author(s):  
Mohd Shuaib Siddiqui ◽  
Urooj Ahmad Siddiqui ◽  
Mohammed Arshad Khan ◽  
Ibrahim Ghazi Alkandi ◽  
Anoop Krishna Saxena ◽  
...  
Keyword(s):  
Social Networking ◽  
Social Networking Sites ◽  
Structural Equation ◽  
Word Of Mouth ◽  
Brand Image ◽  
Purchase Intentions ◽  
Equation Modeling ◽  
Electronic Word Of Mouth ◽  
Factors Affecting ◽  
Online Purchase

The aim of this study is to identify the factors affecting the credibility of electronic word-of-mouth (eWOM) stimulation through Social Networking Sites (SNSs) through an empirical model providing both theoretical understandings and practical implications. The proposed framework explicates the consumer’s use of SNSs as a tool for information sharing and its effect on brand image and online purchase intentions. The consumer survey was done through a structured questionnaire developed in accordance with the literature. Data was collected from 256 respondents, using both offline and online modes from 4 different cities of India. Structural Equation Modeling was employed to estimate the proposed model and determine the antecedents of consumer eWOM credibility and in turn its effect on brand image leading to consumer purchase intentions. The results show SNS activities play a significant role in creating eWOM credibility, which leads to shaping the brand image and purchase intentions. The findings would help companies to create a positive brand image to enhance their purchase intentions through eWOM aroused via SNSs.

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