The context and content related determinants of professional social networking site usage – A perceived value perspective

Previous studies of organisational or recreational use of social networking sites (SNSs) are unable to fully explain a setting where work and play aspects combine, as in the case of professional SNS. This thesis aims at complementing the current research on SNS usage determinants by including the parallel roles of individual and professional self in using a professional SNS, a topic still academically sparse. This thesis applies the perceived value concept as a multidimensional determinant of SNS usage. Previous research has confirmed the relevance of perceived value in studying SNS continuance. In this study, perceived value is framed using context-content and individual-professional value scales for explaining the continuous usage of professional SNS. Theory on perceived consumption value (individual self) is complemented with social capital theory and the concept of resource pooling (professional self). Data from LinkedIn usage is then collected from users of different professional life stage. The research model and hypotheses are tested using PLS-SEM method. The key findings of this study both complement and confirm previous SNS research. First, the results indicate that the bridging social capital is a major contextual determinant of professional SNS usage whereas bonding social capital bears no clear significance. This is opposing to what previous literature on recreational SNS has claimed. Second, the hedonic value seems to be a stronger determinant of professional SNS usage than utilitarian value – something not expected in the case of professional service, but parallel to what has been found on recreational SNS. The perceived value approach brings a new perspective to SNS research and the robust empirical results verify the applicability of the individual-professional as well as the context-content scale of perceived value. The framework also shows substantial predictive capability which demonstrates its relevance for subsequent research

Dynamite in small packages: the Engaged Elite as an Facebook emerging niche market

Social networking sites, such as Facebook, have gained immense popularity as communication platform. Generation Y’ers have a strong need to engage and connect – both digitally, and in person. This paper examines the Facebook behaviour of Generation Y by means of a self-administered, campus-intercept survey of 383 university students. The purpose of this paper is to determine whether various clusters of Generation Y Facebook-users could be identified on the basis of their Facebook behaviour and usage. All multi-item constructs were subjected to an exploratory-factor analysis and a two-Step Cluster analysis. Three clusters, labeled ‘Engaged Elite’, ‘Neutral Masses’ and ‘Facebook Floaters’ were revealed. The results indicate that Facebook remains a feasible communication channel to initiate and engage in a number of marketing activities. However, the focus should not be on ‘pushing’ content and information, but rather on engaging the users – and to facilitate sharing between users across their networks

Emerging Technologies in Language Pedagogy: Language Learners' Perceptions through the Lenses of Innovation Diffusion and User Intention Theories

Recently, it has been admitted by many researchers that students today are "digital natives" who already utilize several different technologies everyday with different purposes. Furthermore, while there is a plethora of research about learners' perceptions in language pedagogy, there is a paucity of information and research that could move beyond generic perception studies especially regarding new technologies. Accordingly, educators are still concerned not only with how to encourage EFL learners to adopt emerging technologies that could be invaluable in their language learning processes, but also with how to keep students interested in what they are learning. Thus, an understanding beyond students' perceptions with a purposive focus on their approach to technology by also exploring factors that have an influence on their adoption of emerging technologies is the key to knowing how to motivate students to integrate new technologies, and how to keep students interested in the learning process. Therefore, the purpose of this study was three-fold: to identify language learners' approaches to technologies; to examine their attitude toward emerging technologies with a focus on their familiarity, actual use, intentions and perceptions; and finally to analyze the factors and relationships among these factors that best predict language learners' intentions and decisions to use emerging technologies. The study specifically aimed to explore the following emerging technologies: (a) social networking, (b) mobile learning, and (c) digital games as major emerging technologies of today with also a focus on other emerging technologies: (a) augmented reality, (b) wearable technologies, (c) virtual assistants, (d) massive online open courses, (e) 3D printing and (f) online language learning platforms. This mixed methods study benefitted from multiple disciplines, and presented several different perspectives to achieve its aim. The data were obtained through a survey, open-ended questions, and semi-structured interviews. The quantitative data were analyzed through descriptive and inferential statistics. In addition, structural equation modeling was utilized and path analysis was employed to draw on two complementary frameworks: innovation diffusion theory (Rogers, 2003), especially its application in technology adopter categories (TACI) (Dugas, 2005), and the decomposed theory of planned behavior (DTPB) (Taylor & Todd, 1995), which was adapted for this research. The qualitative data was analyzed through thematic content analysis, and used to triangulate and affirm what the quantitative data was showing. The findings indicated that technology adopter categories were normally distributed among EFL learners at a public and a private university in Turkey. Although most EFL learners were quite familiar and confident with major emerging technologies, they were not very familiar with minor emerging technologies. As for an awareness of the benefits of all listed emerging technologies, the study revealed that EFL learners' awareness is quite high; however, it was also found that participants' intention to use these emerging technologies and their actual use were very low. Finally, the results showed that the adapted DTPB was useful in explaining much of the variance in the intention to integrate technology into language learning processes by EFL learners, and attitude was the most important predictor and factor of behavioral intention. Given these findings, this research aims to contribute to the literature in innovation diffusion, user adoption and language pedagogy by offering several theoretical, methodological, and pedagogical implications and directions for future research and applications.Release after 12-May-201

Online Doctoral Students and the Importance of Social Network Connections

University personnel offering online doctoral degrees struggle to address high attrition of students in the dissertation phase; these students can feel isolated, disconnected, and unmotivated. The purpose of this study was to explore ways online doctoral students in the dissertation phase used social networking sites (SNS) to overcome isolation and to increase persistence. The conceptual framework was situated in communities of practice (CoP) and the theory on self-determination. Research questions explored participants\u27 experiences with using SNS to remain connected and persistent. Data were collected from in-depth interviews with 7 online doctoral students, who met the criteria of being in the dissertation phase for a minimum of 2 quarters and using at least 1 social networking site; the participants were from 4 online institutions in the United States. An interpretative phenomenological analysis was used to examine themes and interpret the lived experiences of participants. Findings revealed that online doctoral students in the dissertation phase valued working with peers and with doctoral graduates from other institutions as a strategy to remain persistent in completing their dissertations. They focused on learning and on sharing with others for social and emotional support in a safe environment. Other elements included being held accountable and being challenged to keep moving. The results could influence instructional design for online doctoral candidates emphasizing the use of SNS for support from a CoP. Implications for positive social change include higher education personnel supporting unmonitored SNS interactions and increasing trust within school-created SNS spaces for students in the dissertation phase

Determinants of influence in electronic word of mouth communication within Facebook

Word of mouth (WOM) communication is being magnified and amplified on a vast and unprecedented scale by free, easy to use technologies. Where once thoughts and experiences regarding products and brands were shared orally one-to-one or in small groups, WOM has been transformed by social media into electronic word of mouth communication (eWOM) with hundreds of friends and acquaintances. Consumers can now discuss and share their experiences with brands and products on social networking sites such as Facebook. Using the Elaboration Likelihood Model (ELM), this study identifies factors that affect the influence of eWOM in the Facebook News Feed. Argument strength, source expertise, tie strength and purchase decision involvement are identified as important variables in this study and their effect on attitude towards a product and intention to purchase a product are investigated. The study found that contrary to the expectations of the ELM, Facebook users were not using the strength of the argument contained in the eWOM to make judgements about their intention to purchase a product. Users were instead using the heuristic cue of source expertise to inform their purchase behaviour. Tie strength was also used as a heuristic cue to determine whether an eWOM message was worthy of their attention. This study adds to the literature regarding the influence mechanism of eWOM in Facebook and provides further insight for social media marketers

The influence of marketing media on tweens propensity to consume electronic goods.

Doctor of Philosophy in Management. University of KwaZulu-Natal, Pietermaritzburg, 2017.Tweens are a different regiment of children who are not reflected as children, but have not technologically advanced into fully autonomous teenagers (Hulan, 2007:31). This target market is viewed as the, “richest generation of children” (Lindstrom, 2004:175). This market has disposable income and the ability to influence purchases which are endorsed, which results in the tween market being acknowledged as a commercial niche market. For an effective marketing campaign, marketing managers need to be mindful of children’s advertising knowledge, as well as the influence and pressure from peer endorsement on purchases which are made. As a result, to define the influence of these variables, a research tool (questionnaire) was given out to respondents involving 390 participants in primary and secondary schools situated in the KwaZulu Natal region, who successfully completed this research instrument. Questionnaires were administered to the tween market during life-orientation class as an exercise in the selected schools. Parent/Guardians consent had to be received before their child was able to participate in the study. Children were also given consent forms to fill in; to make the teacher aware if they wanted to partake in this study. The main aim of this study was to understand the influence marketing media has on tween market consumption, which produces their consumption patterns. Also with the different media channels developing, the marketing teams have to understand how this target market understands and interprets their messages. The key research objective was to define tweens advertising literacy at different stages and their propensity to consume advertising literacy, as well as the degree of parents’ and peers’ influence on their purchasing decisions. Understanding what factors influence the tween market was also looked at to determine their role in purchasing decisions. These factors will assist marketers and professionals when margin structuring marketing and media campaigns aimed at the tween market. Generation Z is defined as the tween market and this was also looked at in detail; it consisted of character, personality and preferences. Their consumption of media and digital media was looked at in detail as it influences marketing campaigns. Data was analyzed using SPSS (Statistics Package for Social Sciences). Findings from the data collection were signified, and compared to the collected works gathered, and an emphasis was on Roedder’s information processing model and Piaget’s Hierarchy of Cognitive development, (Roedder, 1981:145; Piaget, 1960:135). The data gathered was displayed in various chart formats and tables to form an illustration of the results. The results showed there is a sturdy positive association amongst advertising literacy and the different age-groups. Peer influence also has an influence on the tween market purchase decision. It was also established the tween market is inclined to consume endorsed products, which have a high visibility during consumption, then goods with lower consumption conspicuousness. Parental influence also has a strong influence on the tween market and their purchase decisions. Other factors i.e. cultural & social, will also be looked at to gather insights on alternate factors which influence the target audience’s purchasing decisions. From the key gatherings, recommendations and insights were put together for South African managers and marketing professionals. This study report includes recommendations for research and considerations for marketing and media campaigns which will be aimed at tween’s and their purchase patterns. One of the recommendations marketing professional’s states campaigns should consider advertising to the tween market as well, instead of forgetting because they are a niche segment. Empirical findings show children are more naïve consumers and more enthusiastic to buying goods. This makes them an attractive division, as they are eager consumers