eWOM & Referrals in Social Network Services

If a few decades ago the development of the Internet was instrumental in the interconnection between markets, nowadays the services provided by Web 2.0, such as social network sites (SNS) are the cutting edge. A proof of this trend is the exponential growth of social network users. The main objective of this work is to explore the mechanisms that promote the transmission and reception (WOM and referrals) of online opinions, in the context of the SNS, by buyers of travel services. The research includes some research lines: technology acceptance model (TAM), Social Identification Theory and Word-of-Mouth communication in virtual environment (eWOM). Based on these theories an explicative model has been proposed applying SEM analysis to a sample of SNS users’ of tourist service buyers. The results support the majority of the hypotheses and some relevant practical and theoretical implications have been pointed out for tourist managers

How Do Consumers Identify Useful Review Information in a Social Media Environment?

The popularity of social network services (SNS) provides consumers with new channels to obtain information, and the convenience and diversity of information help consumers reduce the uncertainty and risk in online shopping. However, with the development of the internet, increasing information is available to consumers, and the information overload of online reviews (ORs) creates higher requirements for consumer information screening. Therefore, how to quickly and accurately identify useful information becomes important. There is much literature discussing the usefulness of online word of mouth and ORs, but these studies generally explore information selection and judgment in the traditional business to consumer environment and do not specifically explore social shopping in SNS. In addition, the existing results often only consider the quality factor of ORs and ignore the influence of consumers’ personal choice preferences and the characteristics of OR publishers on consumer behavior. From this, based on the theory of planned behavior and the online trust model, this paper determines the relevant factors and frameworks that affect the usefulness of ORs in the SNS environment. We start from the perspectives of reviewer-related and information-related aspects. Partial least squares structural equation modeling (PLS-SEM) was used to analyze 237 samples for eight factors: credibility, social distance, evaluation (positive and negative), information quality (accuracy, timeliness, and integrity), and presentation. This study enriches the theory of OR usefulness in the SNS environment and provides a reference for the online marketing of enterprises

The credibility of the news on social networking sites among Jordanian journalists

Social Networking Site (SNS) has become an important source of news for journalists in the process of obtaining information and publishing news and articles. Hence, the credibility of the news published on SNS is an important subject for study because journalists are competing with citizens in the dissemination of news. The validity of information on SNS is questionable. The focus of this research is identifying the concept of credibility and the prominent credibility standards that must apply in publishing of news. This study examined the relationship between traditional factors in media, acceptance to use of technology, interactive media, quality of news source, exposure to SNS, and scoop with the credibility of news. The questionnaire was distributed to 375 respondents from 1042 registered journalists in the Jordan Press Association (JPA) using simple random sampling. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) to verify the relationships between the variables. The findings of the study largely support the hypothesized relationships proposed in the study model. The factors used in traditional media, such as journalism ethics, editorial policy rules and laws, demonstrates a positive association with the credibility of news published on SNS to maintain its standards. Reliance on media technology adversely affect the credibility of news. Interactive media and quality of source were found to have a positive relationship with the credibility of news, thus increasing the level of credibility when journalists use SNS as a source of news. The findings have implications for knowledge of theories in understanding the relationship between using SNS as a news source and its credibility. The practical contribution of this study will assist journalists in dealing with news on SNS, in order to develop the best journalism practices, and makes recommendation for future research directions

Emerging Communication Technologies and Public Health Information Dissemination

Health promotion is a critical constituent of the public health system. Its primary objective is the empowerment of individuals and communities in the interest of positively influencing health behaviours and outcomes. One of the main ways in which successful health promotion is achieved is by the dissemination of relevant health information to individuals and communities. As global health costs rise to match the demands of an increasing and ageing population, such delivery of cost-effective public health information is explored. The recent advances in communication technologies have led to the development of social digital platforms (Web 2.0), with unprecedented opportunities for the extensive dissemination of relevant health information. The widespread uptake of social networking sites (SNS) presents a novel platform for public health promotion and management that can verily overcome the issues faced by current public health initiatives while reaching global populations of health consumers. This thesis aims to provide an exploratory analysis of the current landscape of health information communication across SNS, primarily through the platform Twitter. The research will address literature gaps in this cross-disciplinary field of health and communication sciences found for various SNS user-types, analyse and characterise the types of health information being disseminated across such platforms, as well as examine SNS activity during public health events. Public health officials and Web 2.0 platform developers can utilise findings from this thesis to address limitations of online public health-related communication insofar as they can assist with: a) advising plans for better engagement of information disseminated during health events; b) developing future applications and technologies that are appropriate for disadvantaged groups; c) identifying information dissemination strategies for authoritative health bodies and organizations to effectively reach populations

Youth and Digital Media: From Credibility to Information Quality

Building upon a process-and context-oriented information quality framework, this paper seeks to map and explore what we know about the ways in which young users of age 18 and under search for information online, how they evaluate information, and how their related practices of content creation, levels of new literacies, general digital media usage, and social patterns affect these activities. A review of selected literature at the intersection of digital media, youth, and information quality -- primarily works from library and information science, sociology, education, and selected ethnographic studies -- reveals patterns in youth's information-seeking behavior, but also highlights the importance of contextual and demographic factors both for search and evaluation. Looking at the phenomenon from an information-learning and educational perspective, the literature shows that youth develop competencies for personal goals that sometimes do not transfer to school, and are sometimes not appropriate for school. Thus far, educational initiatives to educate youth about search, evaluation, or creation have depended greatly on the local circumstances for their success or failure

Adoption of Implicit eWOM in Facebook: An Affect-as-Information Theory Perspective

Electronic word of mouth (eWOM) has gained inescapable attention among both practitioners and academia. Its importance lies in its simplicity yet profound impact on customers’ attitude toward specific brands or goods, and consequently affecting customer loyalty and intention to purchase. Although Social Network Services have emerged as platforms to spread eWOM, less attention has been paid towards implicit eWOM which is displayed by liking pages of products or through check-in feature of Facebook. Using the theoretical lens of affect-as-information theory, this study shows affective attitude of users toward implicit eWOM influences acceptance of eWOM. We also study how tie strength, image building, and involvement with Facebook collectively determine affective attitude. The implications for theory and practice are discussed as well as limitations and future research directions

All in the Value: The Impact of Brand and Social Network Relationships on the Perceived Value of Customer Endorsed Facebook Advertising

Purpose: Social advertising featuring endorsed brands has significantly grown in the past few years. Companies and social networking sites (SNSs) are hailing such types of advertising as being more credible to users as they feature their friends’ indirect endorsements; however, the issue of friends’ likability alongside the users’ relationships with the actual SNS is seldom considered with regard to any potential negative/positive effects they might have on brands’ relationships and the perceived value of advertising within SNSs. Methodology: Taking a customer-centric approach and based on the social information processing theory, this study investigates the influence of friends’ likability and similarity, and users’ relationships with the SNS (Facebook) on brands’ relationships and advertising value using a web-based survey. The total number of responses included in the analysis is 305. The data was analysed using SEM and LISREL 8.8. Findings: The findings show that the overall user experience on Facebook is based on three key areas: socializing with friends, the relationship with the social network itself, and the relationship with the advertised brands. These contribute to the perceived value of customer endorsed Facebook advertising. Implications: The study discusses various significant implications for online platforms, brands and the success of online advertising within social network sites. Originality: This study contributes to the existing literature by making the link between users’ experiences/friendships within SNSs, their relationships with the SNS (FB) itself, and their relationships with the advertised brand, and examines how these three combined relationships impact the perceived value of the ads by users of FB

The influence of vlogging communities on brand image and loyalty

Abstract : The purpose of this paper is to explore the influence of vlogging communities on brand image and brand loyalty for colour cosmetics among Generation Y women. The study followed a qualitative approach. Semi-structured, in-depth interviews were conducted with twelve Generation Y women who engaged with colour cosmetics vlogging communities. The data was analysed using thematic analysis. Through participants’ narratives, it was discovered that i) brand experiences shared on vlogging community sites shape the online image of brands and brand image at individual consumer level, ii) brand image does influence brand loyalty, and iii) the extent to which vlogging communities influence the brand image and brand loyalty of consumers depends on their personal experiences with brands and on the message valence, specifically as it relates to quality and ratio. The findings show the need for marketing managers to pay attention to sentiments expressed on vlogging community sites. Such sentiments can help them gain market intelligence to devise strategies aimed at building favourable brand image and ensuring brand loyalty towards colour cosmetic brands among Generation Y women. Despite the growing popularity of vlogging sites, studies looking at their influence on consumers are rare. This study contributes to literature by providing useful insights on the influence of vlogging communities on brand image and on brand loyalty

The Effect of Attitude, Social Trust and Trust in Social Networking Sites on Two Dimensions of Sharing Behavior

Although social networking sites (SNS) are among the most important means of sharing and communication in today’s virtual world, little work has been done to explain the sharing behavior of SNS users in detail. This study tries to investigate types of sharing behavior of SNS users and to find important factors affecting their sharing behavior. In terms of the width and depth of sharing information, we distinguish two important dimensions of sharing behavior: sharing regularity and sharing density. As a width dimension of sharing behavior, sharing regularity refers to the frequency of sharing information with other SNS users and as a depth dimension of sharing behavior, sharing density deals with the degree of private information sharing with others. Using the Theory of Reasoned Action, we propose a research model of two dimensions of sharing behavior including sharing attitude, social trust, and trust in a social networking site. We find that social trust and trust in the SNS have a significant effect on SNS users’ sharing attitude, which in turn strongly influences on two dimensions of sharing behavior. The implications of the study for research and practice will be discussed with future directions

The impact of social network applications on societies of the MENA region (Egypt as a case study)

Despite the importance of promoting socially responsible citizenship in Internet age with the global massive spread of IT consumption, there is a paucity of research for scrutinizing the impact of ICT tools such as Social Networking Sites on citizens of the Middle East and North Africa region and/or investigating their tendency toward digital transformation. In the information age, Internet and its applications are creating a ‘network state’ due to the continuous interaction of SNS by people on their daily personal and professional lives; which made it a rich data bank for researchers to analyze and predict people’s behavioral, cultural and societal change. This research focused on the digital impact of SNS on various aspects of life in the society of Egypt and the forecast of its subsequent normal progression over time. The research questions were; what are the factors affecting the usage of SNS and its impact on the society of Egypt? In addition to, How SNS usage and IT developments are likely to affect future changes in Egypt’s culture and societal behaviors in the arena of human computer interaction and information communication technology? Hence, the research investigated those questions on recent years where there is still not enough complete specialized analysis nor mature socio-technological researches have been developed about the online society of Egypt. In specific, it concerned with studying the interaction of human practices with information network applications and the latter role in changing human cultures and societal behaviors from personal, governmental and business perspectives. This study is an example of interdisciplinary research, linking cultural theories and social networking phenomena with human-mediated informational technology and communication studies contributing to the emerging field of Internet studies. Therefore, this research’s best matching philosophy is interpretivism, the research approach is inductive and the utilized research strategy was grounded theory and surveys through four employed quantitative and qualitative research methods over two phases. Phase one implemented observational study, survey questionnaire and focus group sessions; while interviews were accomplished in phase two. Outcomes are reached through applying descriptive statistics of structural equation modeling via using SPSS 20.0, AMOS 20.0.0, Tableau 10.4, and MS 2010 Excel; in addition to, qualitative content analysis using NVivo 11. Findings of interweaved data collection methods supported in investigating the research questions and testing the hypotheses of the research proposed SDR model. Consequently, these research findings deduced that the Egyptian online society is affected by SNS forming a pre-digitalization stage. In addition to the research’s major offering of the SDR model, there were four others emerged contributions to knowledge base. One of the main challenges of research in this domain is the dynamic pace of both technological developments and users’ preferences. Hence, this research study impacts the growing knowledge repository with five contributions about the significant role of SNS in transforming people’s daily activities which can shed lights of more novel questions for other neighboring countries as well as regarding other ICT tools for future studies