• Title, Summary, Keyword: social networking sites (SNSs)

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Formalizing the Role of Social Capital on Individuals' Continuous Use of Social Networking Sites from a Social Cognitive Perspective

  • Guo, Yu;Li, Yiwei;Ito, Naoya
    • Asian Journal for Public Opinion Research
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    • v.1 no.2
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    • pp.90-102
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    • 2014
  • By integrating useful insights from social cognitive theory and social capital theory, we aim to develop a model for better understanding people's behaviors related to the use of social networking sites (SNSs) and formalize the role of social capital in individuals' continuous SNS use. Propositions that emphasize the triadic interactive relationships among environmental, personal, and behavioral factors were highlighted in this study. After reviewing previous studies, in this paper we proposed the following: (1) the causation between SNS use and individuals' perceived social capital might be mutual; social capital may not only be the result of media selectivity, but could also be an essential stimulus initiating the start of using SNSs; (2) the influences of SNSs use on the generation of individuals' online social capital might be conditional upon particular patterns of use; (3) both the level of dependence on SNSs and the differentiated patterns of SNSs use vary according to individuals' perceived offline social capital and their personal characteristics, for instance, personality or self-construal, and social anxiety.

The ROLE OF SOCIAL NETWORKING SITES IN EFFECTIVE E-RECRUITMEN; A STUDY OF TELECOM SECTOR IN CONTEXT OF PAKISTAN

  • Waheed, Abdul;Xiaoming, Miao;Waheed, Salma;Ahmad, Naveed
    • KSII Transactions on Internet and Information Systems (TIIS)
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    • v.13 no.8
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    • pp.3842-3861
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    • 2019
  • In cut throat competition, organizations all over the world try to utilize the immense opportunities the Internet has to offer in almost all of their operations. Today, Social networking sites (SNSs) provide utilities designed to help companies to recruit right personnel. Considering the implication of social media for recruitment at infancy stage in Pakistan and lack of studies related to it, this study aims to investigate the role of different SNSs qualities (Easily navigate, Secure process, Eminence Proficiency, Candidate's Attraction and Network Expedition) in effective E-recruitment (EER). Data were collected through structured questionnaire from employees and managers of major telecom companies of Pakistan. Finally, the result of 355 returned and valid questionnaire with 55% response rate show that the relationship between SNSs qualities and EER is significant. Moreover, results also prove that EER is better than the tradition recruitment and a SNSs comparison show that Facebook is more effective than LinkedIn for EER. The results of this study will help Pakistani companies to develop a successful e-HRM and EER strategy in the current scenario.

An Effects of Network Externalities for Knowledge Sharing Intention in Social Networking Sites: Social Capital and Online Identity Perspective (소셜 네트워킹 사이트에서 네트워크 외부성이 지식공유 의도에 미치는 영향: 사회적 자본과 온라인 정체성 관점)

  • Lee, Jungmin;Chung, Namho
    • Knowledge Management Research
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    • v.13 no.3
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    • pp.1-16
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    • 2012
  • Nowadays, many first-time Internet users start off heavily using SNSs (Social Network Sites), such as Cyworld, Facebook, and Twitter. The reason for the growth of SNS use is closely related to the various services of gaming, playing, using entertainment items, sharing knowledge etc., provided by the SNS; technically, the most important of the services provided would be the behavior of sharing knowledge among people connected and networked in the site. In sum, we assume that the users may communicate well with each other and pay attention to building a close social network using the abovementioned activities. However, researchers have just begun to focus on the issues explaining why Internet users rush into SNSs and enjoy their time there. Therefore, we investigated the reasons for posting and sharing knowledge voluntarily on the SNS and how others respond to the posted knowledge and are actually affected by the behavior. We applied social identity theory and social capital theory in this study to find which network externalities in SNSs may affect online identity-based attachment and cause them to produce a knowledge sharing generation. We found that people's online identity in SNSs is closely related to and influences knowledge sharing. This empirical study resulted in the importance of social relations in SNSs, which leads to sharing knowledge.

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Switching Behavior between Social Networking Sites : Exploring The Philippine Case of Friendster Versus Facebook (소셜 네트워킹 사이트의 전환에 미치는 영향 요인 : 필리핀의 프렌드스터와 페이스북을 중심으로)

  • Polinar, Stephanie;Lee, Hong Joo;Choi, Jaewon
    • The Journal of Society for e-Business Studies
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    • v.18 no.3
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    • pp.195-209
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    • 2013
  • Considering the widespread use of social networking sites (SNSs) and the sudden shift of Filipino SNS usage from Friendster to Facebook, this paper examines five factors that affect user intentions to switch SNSs. By surveying switchers from Friendster to Facebook in the Philippines, satisfaction, alternative attractiveness, and social influence were significant factors affecting switching intent.

Exploring Factors Influencing Users' Continuance Intention in Social Networking Sites (사회네트워킹 사이트 이용자 지속의도에 영향을 미치는 요인에 관한 탐구)

  • Park, Ji-Hong
    • Journal of the Korean Society for information Management
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    • v.25 no.4
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    • pp.205-226
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    • 2008
  • The success of social networking sites (SNSs) may depend on many factors. Continuance use of SNSs is one of these. Especially, in the Web environment where users can leave one service with a single mouse click, maintaining existing members cost much time and efforts. Without continuance use of SNSs, SNS-based service would not create any value. This study focused on identifying factors influencing users' continuance intention in SNSs. Based on relevant literature review, six influencing factors were initially identified. They were reputation, relational capital, knowledge quality, compatibility, personalization, and satisfaction. Web-based questionnaire survey was conducted and a total of 325 usable responses were collected. Reliability test and two rounds of exploratory factor analyses resulted in identifying five factors. The relationship between the factors and the continuance intention was tested by using multiple regression analyses. The analyses revealed that satisfaction was the most significant factor. Knowledge quality and relational capital also had significant effects while reputation and personalization did not have significant effect on continuance intention. Instead, reputation and personalization showed significance in influencing satisfaction.

How Social Media is Transforming the Fashion Consumers: The Effects of "Social" Consumer Attributes on Brand Engagement in Social Networking Sites

  • Park, Hyejune
    • Fashion, Industry and Education
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    • v.15 no.1
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    • pp.1-11
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    • 2017
  • The proliferation of social media has given rise to the new consumer group, namely, social consumers. This study identified the distinct characteristics of social consumers (i.e., online social search, online social navigation, online social connection) and examined the impacts of social consumer attributes on the engagement with fashion brands via brands' SNSs (BSNSs). A sample of 141 U.S. consumers who had browsed and/or participated in a fashion brand's BSNS (i.e., the Facebook page for fashion brands) was used to examine hypothesized relationships. The analyses involved running a confirmatory factor analysis and a structural equation modeling. The result indicates that the impacts of the social consumer attributes on the benefits of BSNSs (i.e., experiential and functional benefits) as perceived by consumers were significant, except the link between online social connection and functional benefits. In addition, consumers' existing relationship with a brand served as a moderating variable, strengthening the impacts of social consumer attributes on BSNS benefits. The perceived benefits of BSNSs positively affected perceived relationship investment which in turn influenced brand loyalty. Practical marketing suggestions are provided for fashion brands.

Social curation as an advertising tool - Message strategy of fashion brand images on vertical SNS - (소셜큐레이션과 광고 - 버티컬 SNS에서 표현된 패션브랜드 이미지의 메시지 전략 -)

  • Shin, In Jun;Lee, Kyu-Hye
    • The Research Journal of the Costume Culture
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    • v.23 no.3
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    • pp.498-511
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    • 2015
  • This paper examines advertising images of fashion brands in vertical social network site (SNS) from the viewpoints of message strategies. Vertical social network sites are types of social curation systems applied to social networking, where information is selected, organized, and maintained. Fashion brands communicate with consumers by presenting images on vertical SNSs, anticipating improvements in brand image, popularity, and loyalty. Those images portray content for particular brands and seasonal concepts, thus creating paths for product sales information. Marketing via SNSs corresponds to relationship marketing, which refers to long-term interrelationship and value augmentation between the company and consumer, and viral advertising, which relies on word of mouth distribution via social network platforms. Taylor's six-segment message strategy wheel, often used for analyzing viral ads, was applied to conduct a content analysis of the images. A total of 2,656 images of fashion brands advertised on Instagram were selected and analyzed. Results indicated that brand values were somewhat related to the number of followers. Follower rankings and comment rankings were also correlated. In general, fashion brands projected sensory messages most often. Acute need and rational messages were less common than other messages. Sports brands and luxury brands presented sensory messages, whereas fast fashion brands projected routine images most often. Fashion brands promoted on vertical SNSs should portray advertising images that combine message strategies

Effects of SNS Characteristics upon Consumers' Awareness, Purchase Intention, and Recommendation

  • Kim, Yong-Min;Kireyeva, Anel A.;Youn, Myoung-Kil
    • The Journal of Industrial Distribution & Business
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    • v.5 no.1
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    • pp.27-37
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    • 2014
  • Purpose - This study analyzed the characteristics of social networking sites (SNSs) using related literatures, and researched the models discussed in precedent studies, to investigate the effects of SNS characteristics upon consumers'awareness, purchase intention, and recommendation. The purpose of the study was to investigate the use of SNSs as a marketing tool. Design, methodology, and approach - For an empirical analysis, the author distributed questionnaires online and offline, to verify the models and hypotheses. Respondents were persons aged 17 or older, who were frequent users of SNSs. The questionnaire survey was conducted for 11 days from September 30, 2013 to October 10, 2013. The author distributed 450 copies and received 430 responses. Finally, 412 copies were used for the analysis after excluding 18 copies having poor answers. Results - The findings about SNS users' behavior could be used as material in the future use of SNS as a marketing tool. Further, the study provided not only theories about SNS characteristics, but also variables and items that were verified during the empirical study. Conclusions - Further studies are needed to overcome the limitations and to establish various kinds of SNS marketing strategies in detail.

The Impact of Chinese Cultural Dispositions on the SNS eWOM Behavior (중국소비자의 문화성향이 SNSs 구전행동에 미치는 영향)

  • Lee, Youkyung
    • International Area Studies Review
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    • v.15 no.3
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    • pp.493-511
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    • 2011
  • This study investigate the impacts of Chinese consumers' cultural dispositions on the WOM behaviors in SNS. Specifically, cultural dispositions in the individual-level, collectivism and uncertainty avoidance, were examined as potential predictors of eWOM behaviors in SNSs. Hypotheses are tested with a sample of 164 university students in Shanghai, China. The results of the structural equation analysis reveal that chinese consumers' collectivism in the individual-level positively affects the opinion seeking behavior. And chinese consumers' uncertainty avoidance in the individual-level positively affects the opinion seeking behavior and negatively affects the opinion giving behavior. Lastly, the opinion giving behavior positively affects the pass along behavior. Theoretical and managerial implications for Internet marketers in China were presented and discussed.

The Sociological Antecedents of Brand Attachment: A comparison of Broadcasting and Passive Consumption on Social Networking Sites (상표 애착의 사회적 선행변수에 대한 연구)

  • Shin, Jong-Kuk;Park, Min-Sook;Ross, Corey Allen
    • Journal of Digital Convergence
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    • v.14 no.9
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    • pp.159-170
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    • 2016
  • In this study, the authors examine the ways in which social media ultimately affects the attachment of individuals to their favorite brands. Through an analysis of data using multiple linear regression, this study finds that SNS (social networking site) users that post status updates for a wide audience have no bearing on the individual's use of socialization agents. Those who consume social news passively are, however, likely to depend on socialization agents for determining their final purchase decisions. Socialization agents, both personal and non-personal, also play a role in the formation of brand attachment among individuals who depend on these social sources. Based on these results, marketers are encouraged to establish an online footprint of a social nature to formulate brand awareness and to provide a means for users of social media to improve their brand attachments to their favored brands. As this research was conducted exclusively in the predominantly collective culture of South Korea, further studies could attempt to analyze social networking use and socialization agent use via a cross-culture study, particularly one including an individualistic culture.