Explaining users’ intentions to continue participating in Web 2.0 communities: The case of Facebook in the Hashemite Kingdom of Jordan

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.Traditional communications media has been transformed and reshaped with the introduction of the Internet and its technologies. The Internet has massively evolved over time, and the World Wide Web or otherwise referred to as Web 1.0 has developed to what is so called Web 2.0. The explosive diffusion of this global system has fostered the emergence of Web-based communities supported by the existence of globally connected individuals. As both the number of World Wide Web virtual community sites and users has expanded and grown quickly, these communities have become a subject of study to researchers of multiple disciplines. However, sustaining a successful operation of any Web 2.0 community depends on the continuous participation of its own users. It is massively important to maintain committed members in terms of continuous participation. Yet, their level of participation might vary depending on one‘s personal, social, situational, and cultural influences that eventually affect their intentions and behaviour on whether to continue or discontinue participating in that community. Facebook as a particular Web 2.0 community has been used as an exemplary case study in this research reflecting the drivers of its continuous usage in the Hashemite Kingdom of Jordan. Moreover, very few studies on Web 2.0 communities covered the Middle East area and more specifically there is almost absence of research in Jordan on how users of Facebook along with their cultural and behavioural influences would continue using this Web 2.0 community or not. Therefore, this study tackles this issue to investigate the influences affecting the continuous participation in these communities This research develops a conceptual framework that can be used as an instrument to guide empirical work in the field of Web 2.0 communities. The empirical context of the research is random Facebook users in Jordan, where data were analysed using quantitative and qualitative research approaches. Results and findings show that Personal attitude, subjective norms, and perceived behavioural control has shown to be all significant and highly influential on affecting users‘ intentions to continue participating on Facebook, perceived behavioural control (i.e. facilitating conditions, controllability) ranked the highest in its significance towards examining users’ intentions to continue participating on Facebook. Followed by the subjective norms (i.e. critical mass, compliance, and informational influences), then ranked the personal attitude (i.e. satisfaction, compatibility). Results have proved that most Facebook users in Jordan do participate on this site in the first place to deliver epistemic value elements, not with a much difference came the social value after, then ranked the hedonic third. The utilitarian value proved to be insignificant by all means, therefore, users intend to continue participating on Facebook despite of the perceived value elements to be delivered. Interestingly, analysis have proved the insignificance of the three cultural dimensions (i.e. masculinity vs. Femininity, individualism vs. Collectivism, and long-term vs. Short-term orientation), therefore, it has not been considered moderating in the framework of this research. Furthermore, the study concludes with specific implications for relevant theories, and useful findings on the individual, organizational, and the societal levels. Additionally, researchers in similar areas can find this work useful as a way to approach new streams in studying participation in Web 2.0 communities

Explaining users' intentions to continue participating in Web 2.0 communities : the case of Facebook in the Hashemite Kingdom of Jordan

Traditional communications media has been transformed and reshaped with the introduction of the Internet and its technologies. The Internet has massively evolved over time, and the World Wide Web or otherwise referred to as Web 1.0 has developed to what is so called Web 2.0. The explosive diffusion of this global system has fostered the emergence of Web-based communities supported by the existence of globally connected individuals. As both the number of World Wide Web virtual community sites and users has expanded and grown quickly, these communities have become a subject of study to researchers of multiple disciplines. However, sustaining a successful operation of any Web 2.0 community depends on the continuous participation of its own users. It is massively important to maintain committed members in terms of continuous participation. Yet, their level of participation might vary depending on one‘s personal, social, situational, and cultural influences that eventually affect their intentions and behaviour on whether to continue or discontinue participating in that community. Facebook as a particular Web 2.0 community has been used as an exemplary case study in this research reflecting the drivers of its continuous usage in the Hashemite Kingdom of Jordan. Moreover, very few studies on Web 2.0 communities covered the Middle East area and more specifically there is almost absence of research in Jordan on how users of Facebook along with their cultural and behavioural influences would continue using this Web 2.0 community or not. Therefore, this study tackles this issue to investigate the influences affecting the continuous participation in these communities This research develops a conceptual framework that can be used as an instrument to guide empirical work in the field of Web 2.0 communities. The empirical context of the research is random Facebook users in Jordan, where data were analysed using quantitative and qualitative research approaches. Results and findings show that Personal attitude, subjective norms, and perceived behavioural control has shown to be all significant and highly influential on affecting users‘ intentions to continue participating on Facebook, perceived behavioural control (i.e. facilitating conditions, controllability) ranked the highest in its significance towards examining users’ intentions to continue participating on Facebook. Followed by the subjective norms (i.e. critical mass, compliance, and informational influences), then ranked the personal attitude (i.e. satisfaction, compatibility). Results have proved that most Facebook users in Jordan do participate on this site in the first place to deliver epistemic value elements, not with a much difference came the social value after, then ranked the hedonic third. The utilitarian value proved to be insignificant by all means, therefore, users intend to continue participating on Facebook despite of the perceived value elements to be delivered. Interestingly, analysis have proved the insignificance of the three cultural dimensions (i.e. masculinity vs. Femininity, individualism vs. Collectivism, and long-term vs. Short-term orientation), therefore, it has not been considered moderating in the framework of this research. Furthermore, the study concludes with specific implications for relevant theories, and useful findings on the individual, organizational, and the societal levels. Additionally, researchers in similar areas can find this work useful as a way to approach new streams in studying participation in Web 2.0 communities.EThOS - Electronic Theses Online ServiceGBUnited Kingdo

Understanding hotel visitors’ motives to use hotel gamified applications

While hospitality has been one of the industries that have been keen to adopt and use various technologies, the proliferation of gamification application is still to materialise. It is therefore very interesting to investigate the potential benefits of gamified applications in the area of the hospitality industry by identifying the motives of individuals’ when they use a hotel-gamified application. Hospitality industry is becoming more and more competitive and surviving and marketing a destination has become a challenge, so in order to gain a competitive advantage, the use of modern technology is crucial for many destination-marketing organizations. Gamification can be applied in technology-mediated and non-technology-mediated contexts. Within technology-mediated contexts, gamification is more applicable due to the favourable environment that such context offers. Recent evolutions indicate that mobile devices are becoming travel buddies and their use is profoundly influencing the different phases of a travellers’ journey. Hence, it could be assumed, that a mobile hotel gamified application is now easier than ever to develop and succeed. Since fun has become the requirement to ensure continuous demands for many products or services, companies and organizations feel the need to involve fun in their offerings to secure continuity in consumption and use. Therefore, this study aims to understand the meaning of fun for individuals when they will use a hotel-gamified application, using visual material so the interviewees would have an idea of how a hotel-gamified application would look if it was in existence today based on the current definitions of gamification

New consumption identities in virtual worlds. The case of Second Life.

The dynamic development of new technologies influences consumers in many different ways reaching far beyond the shift in consumption patterns, challenging the way consumers live their lives. The role of new information technologies is continually growing in our daily lives changing the way we see the self and the world around us. Consequently, the advent of the computer culture incites a radical rethinking of who we are and the nature of being human, which clearly illustrates the postmodern age. As a result, over the past decades consumer research has moved away from simply viewing consumers as information processors to consumers as socially conceptualized beings. This Consumer Culture Theory (CCT) movement views consumers and consumer behaviour as articulations of meanings and materiality within the productive of complex cultural milieu. This ethnographic thesis focuses on the three-dimensional virtual world of Second Life, which is a ¿Real Life¿ simulation and where the residents represent themselves through ¿avatars¿, creating a kind of virtual materiality. This raises interesting questions for consumer researchers, not just about how consumption is enacted, produced and articulated within this environment, but also in relation to theoretical and methodological issues. More specifically, this thesis critically examines the development of interpretive consumer research and the emergence of the Consumer Culture Theory framework in the context of the juxtaposition of reality and hyperreality and takes a position which goes beyond the 'body in the net/physical body' binary. Therefore, this thesis places the ¿avatar-as-consumer¿ at the centre of the research focus. The current thesis develops a theoretical framework which examines the role of consumption in resolving key paradoxes. Moreover, it extends the netnography framework from mainly text based research to the visual characteristics of virtual worlds so that it can be useful for the study of complex online environments and as a result, how the role of the researcher goes beyond netnography to virtualography is discussed

Learners’ Experience of Presence in Virtual Worlds

This thesis explores participants’ experiences of presence in virtual worlds as a specific case of mediated environments, and the factors that support that experience of presence, with the aim of developing practice when using these technologies in learning and teaching. The thesis begins with a framework that was created to bring together concepts from a range of disciplines that describe presence and factors that contribute to presence. Organising categories within the framework were drawn from a blend of Activity Theory and Communities of Practice. Five case studies in Second Life (preceded by a pilot study employing webconferencing) were conducted in order to investigate learners’ experiences in these environments. Qualitative and quantitative data were gathered from these cases. The data from the separate cases were analysed using a cross-case synthesis and the role of presence, and the factors that support it, were identified. An additional strand of investigation established a typology of different forms of resistance by students to learning in virtual worlds. The findings of the study were that an experience of presence is strongly linked to students’ satisfaction with the learning activity. This experience of presence was more linked to students’ preparedness or ability to engage with the environment than with technological limitations. Some students’ resistance to learning in virtual worlds were informed by values they held about technology, but others appeared to display an inability to experience embodiment through their avatar. The experience of presence appeared to develop over time. This can be interpreted as stages in students’ development of a virtual body image, body schema and virtual identity. Different learning activities are more appropriate to different stages in this development. The thesis concludes with a suggested model for supporting students’ development of presence. The implications of these findings for educators and for further research are discussed

Playing together and ritualisation in online games

There is a tradition in game studies of seeing games as ‘more than games’. In the vein of this tradition, the social aspects, in general, and the practices of playing together, in particular, are increasingly conceived of as essential for games and the relationships of the players. However, there is currently no comprehensive description of them and their roles through an integrative framework. This thesis investigated certain social aspects in and around online games, with a particular emphasis on the practices of playing together with fellow players, friends, family and romantic partners. To explain all these practices in an integrated fashion, an ethnographic study was conducted (using participant observation and 57 structured and semi-structured interviews) and the data were analysed mainly through a ritualisation framework. This framework was inspired by a multidisciplinary perspective on secular ritual in modern and post-modern societies. Notably, the concept of relationship rituals (coming from social psychology) was very useful. In the context of online games, ritual and ritualised play (but also ritualisation as a process) refer to practices through which the game is enriched with new meanings which go beyond its ludic instrumentality, that is, the game moves across the frame of being ‘just a game’. These new meanings include those focusing on relationships, social interactions (including sociability, cooperation, conflict and competition) and identity. The emerging practices of playing together belonging to two dimensions of ritualisation, mainstream and subversive ritualisation, and their functions were described and analysed in two online games, World of Warcraft (WoW) and Star Kingdoms (SK). On the mainstream dimension, two types of relationship rituals were identified and analysed in WoW, namely initiation rituals and playing together rituals. In addition, the quantitative results generated from the interviews with WoW players were similar to the ones from the literature and supported the qualitative analysis. The current findings confirmed the ideas that most players play with close others and the social aspects of online games are essential for gameplay. Most importantly, the thesis described in detail and analysed the practices of playing together and their roles, showing that ritualisation provides a comprehensive framework able to address their diversity. Subversive ritualisation was explored as well by looking at the emerging, subversive practices of playing together, taking the form of Underground Aliances in SK (which are player created social structures also called UAs, having a complex relationship with both official and player rules). These practices were found to be influenced by the way the game was designed to respond to the existing and developing relationships of the players. Moreover, this thesis identified and presented the functions of UAs. To sum up, playing together is ritualised in and around online games, that is the games transform in veritable ‘tools to relate with’ and ‘tools to build identity with’. These meanings focussing on relationship and identity support the idea that the social aspects in and around online games are essential for both the relationships/social interactions of their players and their gameplay

Warez

When most people think of piracy, they think of Bittorrent and The Pirate Bay. These public manifestations of piracy, though, conceal an elite worldwide, underground, organized network of pirate groups who specialize in obtaining media – music, videos, games, and software – before their official sale date and then racing against one another to release the material for free. Warez: The Infrastructure and Aesthetics of Piracy is the first scholarly research book about this underground subculture, which began life in the pre-internet era Bulletin Board Systems and moved to internet File Transfer Protocol servers (“topsites”) in the mid- to late-1990s. The “Scene,” as it is known, is highly illegal in almost every aspect of its operations. The term “Warez” itself refers to pirated media, a derivative of “software.” Taking a deep dive in the documentary evidence produced by the Scene itself, Warez describes the operations and infrastructures an underground culture with its own norms and rules of participation, its own forms of sociality, and its own artistic forms. Even though forms of digital piracy are often framed within ideological terms of equal access to knowledge and culture, Eve uncovers in the Warez Scene a culture of competitive ranking and one-upmanship that is at odds with the often communalist interpretations of piracy. Broad in scope and novel in its approach, Warez is indispensible reading for anyone interested in recent developments in digital culture, access to knowledge and culture, and the infrastructures that support our digital age

Learners' experience of presence in virtual worlds

This thesis explores participants' experiences of presence in virtual worlds as a specific case of mediated environments, and the factors that support that experience of presence, with the aim of developing practice when using these technologies in learning and teaching. The thesis begins with a framework that was created to bring together concepts from a range of disciplines that describe presence and factors that contribute to presence. Organising categories within the framework were drawn from a blend of Activity Theory and Communities of Practice. Five case studies in Second Life (preceded by a pilot study employing webconferencing) were conducted in order to investigate learners' experiences in these environments. Qualitative and quantitative data were gathered from these cases. The data from the separate cases were analysed using a cross-case synthesis and the role of presence, and the factors that support it, were identified. An additional strand of investigation established a typology of different forms of resistance by students to learning in virtual worlds. The findings of the study were that an experience of presence is strongly linked to students' satisfaction with the learning activity. This experience of presence was more linked to students' preparedness or ability to engage with the environment than with technological limitations. Some students' resistance to learning in virtual worlds were informed by values they held about technology, but others appeared to display an inability to experience embodiment through their avatar. The experience of presence appeared to develop over time. This can be interpreted as stages in students' development of a virtual body image, body schema and virtual identity. Different learning activities are more appropriate to different stages in this development. The thesis concludes with a suggested model for supporting students' development of presence. The implications of these findings for educators and for further research are discussed