scholarly journals Effects of Pre-Purchase Search Motivation on User Attitudes toward Online Social Network Advertising: A Case of University Students

2014 ◽  
Vol 6 (2) ◽  
pp. 42-55 ◽  
Author(s):  
A Mir Imran ◽  
Keyword(s):  
Social Network ◽  
University Students ◽  
Online Social Network ◽  
User Attitudes

scholarly journals Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

2017 ◽  
Vol 20 (1) ◽  
pp. 19-47 ◽  
Author(s):  
Imran Anwar Mir
Keyword(s):  
Social Media ◽  
Social Network ◽  
University Students ◽  
Business Model ◽  
Online Social Network ◽  
Social Network Sites ◽  
Time Factors ◽  
User Acceptance

Abstract Social media has phenomenally changed the communication landscape. Particularly social network sites have received enormous popularity and user acceptance globally. The business model of many social network sites is based on advertising. The survival of these social network sites depends on the user acceptance of advertising appearing on these websites. Users usually accept the advertising which is consistent with their motivations for using social network sites. The current study examines the underlying dimensions of entertainment motivation for using social network sites and their impact on user acceptance of social network advertising. Analysis of data from 450 university students show entertainment motivation for using social network sites a multidimensional (SNSs) construct consisting of enjoyment, social escapism, relaxation and pass time factors. Furthermore, the results exhibit that SNSs entertainment motivation partially impacts user acceptance of social network advertising.

Why Taiwanese people do not comply with Facebook's real name policy

2016 ◽  
Vol 44 (8) ◽  
pp. 1371-1378 ◽  
Author(s):  
Ming-Shian Wu
Keyword(s):  
Social Network ◽  
University Students ◽  
Cultural Context ◽  
Online Social Network ◽  
The Real ◽  
Taiwanese People ◽  
Real Name Policy ◽  
Naming Practices

I explored the naming practices adopted by Taiwanese users of Facebook in relation to the website's real name policy, with the aim of identifying the underlying reasons for choosing not to comply with this policy. For this investigation, I surveyed 993 user accounts and conducted 40 interviews, with the results revealing that there are 4 main types of naming methods that are most commonly encountered in a Taiwanese cultural context: official name in Chinese, Romanized official name, English name with Romanized surname, and nickname. I uncovered 5 underlying reasons for choosing usernames: expecting to connect with friends and acquaintances, using a previous name, attempting to hide from individuals, intending not to use a real name online, and following globalization trends. The results indicated that 42.70% of users surveyed did not rigorously adhere to the real name policy, and that naming practices differed between university students and working professionals. My findings have implications for practitioners seeking to effectively develop and manage their online social network.

Facebooking Alone? Millennials’ Use of Social Network Sites and Volunteering

2019 ◽  
Vol 49 (1) ◽  
pp. 203-217 ◽  
Author(s):  
Young-joo Lee
Keyword(s):  
Cohort Study ◽  
Social Network ◽  
Civic Engagement ◽  
Online Social Network ◽  
Social Network Sites ◽  
Positive Association ◽  
Prosocial Behaviors ◽  
Network Site ◽  
Facebook Use ◽  
Mixed Messages

The younger generation’s widespread use of online social network sites has raised concerns and debates about social network sites’ influence on this generation’s civic engagement, whether these sites undermine or promote prosocial behaviors. This study empirically examines how millennials’ social network site usage relates to volunteering, using the 2013 data of the Minnesota Adolescent Community Cohort Study. The findings reveal a positive association between a moderate level of Facebook use and volunteering, although heavy users are not more likely to volunteer than nonusers. This bell-shaped relationship between Facebook use and volunteering contrasts with the direct correlation between participation in off-line associational activities and volunteering. Overall, the findings suggest that it is natural to get mixed messages about social network sites’ impacts on civic engagement, and these platforms can be useful tools for getting the word out and recruiting episodic volunteers.

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