Improving the Trust of Users on Social Networking Sites via Self-Construal Traits

The ability to remove trust concerns for online users is crucial for sustainable online development, especially relating to social networking sites. This study examines independent self-construal and interdependent self-construal as pertinent factors to increase trust on social networking sites. The classification of trust broken down into calculation-, familiarity-, structural assurance-, and situational normality-based trust was adopted in this study. Data was collected from 398 members of the leading social network site: Facebook. Regression analysis was adopted to test the data against the casual relationship among the four trust constructs. Data analysis indicates that the constructs of interdependent self-construal and independent selfconstrual individually, and together, can account for the increase of trust on a social networking site; however interdependent self-construal has the largest explanatory power. These results suggest that social networking sites continuously increase the degree of interdependence of users and develop new applications to engage users to stay longer for each visit. As a result of these measures, social networking sites can sustain the trust of users

Giving to Be Seen: the Influence of Facebook Charitable Advertisements on Conspicuous Donation Behavior

The arduous financial environments that nonprofit organizations face today motivate nonprofits to continuously search and leverage new communication platforms such as social media to approach a wider individual donor base. This thesis examines whether a Facebook charitable appeal promoting a donation via Facebook Gifts may attract Facebook users to give for conspicuousness (a public display of a donation behavior). Findings of this thesis revealed a gender difference in responses to the Facebook charitable appeal due to the gender difference in self-construals such that men were more likely to give via Facebook Gifts when the ad promoting the donation via Facebook Gifts signaled a lower level of popularity (with fewer Likes ) whereas women tended to give via Facebook Gifts when the ad signaled a higher level of popularity (with more Likes ). This thesis has theoretical contributions to existing literature on self-construals and prosocial behavior as well as significant practical implications for nonprofits to design compelling, effective charitable appeals to attract male and female social media users respectively

DO I DESERVE TO SPEND? SOCIAL SUPPORT AND SPENDING PLEASURE

Despite evidence of people posting their consumption experience on online social networks to fulfill the needs of social support, a systemic understanding of how social support obtained via online social networks affects post-consumption behaviors related to spending remains elusive. This dissertation aims to answer the question of how social support via online social networks affects consumer’s post-consumption behavior by investigating in what form and from whom consumers obtain online social support. To do so, the purpose of this dissertation is to examine how online social support from others influences perceptions of deservingness which then influences spending pleasure. This dissertation focuses on two types of social support sources, social support from friends and social support from the firm. In addition, this dissertation examines the role of relational factors (e.g., tie-strength with Facebook friends and relationship strength with firm) and a situational factor (e.g., social support aimed at others) that may influence the impact of social support on spending pleasure. This dissertation consists of two studies. In Study 1, a 2 (Social support; low vs. high) x 2 (Tie strength: strong vs. weak) x 2 (Self-construal: independent vs. interdependent) quasi-experimental between-subjects design is utilized, self-construal serving as a measured factor. A 2 (Social support; present vs. absent) x 2 (Relationship strength: strong vs. weak) x 2 (Social support aimed at others: present vs. absent) between-subjects factorial experiment is used for study 2. Across two studies, this research provides evidence that social support gained through online social networks influences consumers’ spending pleasure through perceptions of their own deservingness. More specifically, when people obtain social support from others on their consumption related post, they feel more deserving which then enhances their spending pleasure from that consumption. Notably, this study reveals that people obtain social support in online social networks through receiving ‘Likes’ and ‘Comments’ on their post. Furthermore, this result advances our knowledge of online social networks by demonstrating that not only the social networks friends but also firms can be social support sources by actively responding to customers’ post. In addition, this study also explores boundary conditions for when online social support is more effective on spending pleasure. The findings from two studies address the benefit to the service industry by understanding how social support can enhance spending pleasure. In addition, this dissertation may broaden the social support literature by highlighting the function of like and Comments, a new form of social support that are provided in the context of online social networks

Cultural Differences in Self-Presentation on Social Networking Sites: A Cross-cultural Comparison Between American and Japanese College Students

This dissertation explores cultural and platform differences in self-presentation on social networking sites (SNSs) between Japanese and American college students utilizing Impression Management, Media Ecology, and Uses and Gratifications theories and approaches as theoretical frameworks. While Facebook is popular among American college students, Mixi, a Japanese originated SNS, as well as Facebook are popular among Japanese college students. This dissertation investigates the relationship among social culture, the types of SNSs, and the users\u27 self-presentation on SNSs. Previous studies suggest SNS users employ subtle techniques to improve ones\u27 presentation on SNSs, therefore the present study focused on the number of SNS friends and sensitive picture postings (i.e., partying, drunk, sexy, or illegal picture postings) on SNSs. Five hundred and eighty-three American and 496 Japanese college students participated in the survey, which provided the basis for analyses. The results of the present study demonstrate cultural and SNS platform differences on self-presentation on SNSs. Reflecting regional culture, Japanese Mixi users included limited types of friends on Mixi compared with American and Japanese Facebook users by not including teachers and parents. However, contradict to previous studies, Japanese Facebook users had the largest number of SNS friends followed by Japanese Mixi and American Facebook users after controlling for preexisting conditions (i.e., gender, perception of extraversion, perception of popularity, and the length of membership with the SNS). The similar pattern surfaced in the frequency of sensitive picture postings on SNSs. When the above controlling variables were included in the analyses, Japanese Facebook users posted sensitive pictures the most frequently followed by Japanese Mixi users and Japanese Facebook users. Furthermore, the present study found Facebook and Mixi dual users friended significantly more people and posted significantly more partying and drunk pictures on Facebook than on Mixi. However, the same individuals did not change the frequency of posting sensitive pictures between Facebook and Mixi. The results added evidence to media ecology. The mediation analyses helped to understand underlying mechanisms of sensitive picture postings on SNSs. The present study found that the Japanese SNS dual users posted drunk pictures on Facebook significantly more frequently due to the perception of injunctive norms. Likewise, the present study found American Facebook users posted sensitive pictures because of the perception of disinhibition. Theoretical as well as practical implications are discussed and possible future research is presented

Online Social Networking and Addiction—A Review of the Psychological Literature

Social Networking Sites (SNSs) are virtual communities where users can create individual public profiles, interact with real-life friends, and meet other people based on shared interests. They are seen as a ‘global consumer phenomenon’ with an exponential rise in usage within the last few years. Anecdotal case study evidence suggests that ‘addiction’ to social networks on the Internet may be a potential mental health problem for some users. However, the contemporary scientific literature addressing the addictive qualities of social networks on the Internet is scarce. Therefore, this literature review is intended to provide empirical and conceptual insight into the emerging phenomenon of addiction to SNSs by: (1) outlining SNS usage patterns, (2) examining motivations for SNS usage, (3) examining personalities of SNS users, (4) examining negative consequences of SNS usage, (5) exploring potential SNS addiction, and (6) exploring SNS addiction specificity and comorbidity. The findings indicate that SNSs are predominantly used for social purposes, mostly related to the maintenance of established offline networks. Moreover, extraverts appear to use social networking sites for social enhancement, whereas introverts use it for social compensation, each of which appears to be related to greater usage, as does low conscientiousness and high narcissism. Negative correlates of SNS usage include the decrease in real life social community participation and academic achievement, as well as relationship problems, each of which may be indicative of potential addiction

Personality traits and self-presentation on Facebook: a systematic review

The influence of the Internet and Computer Mediated Communication (CMC) on the ways in which individuals with different personality traits present themselves, has been brought into question increasingly as modern life requires more and more of an enmeshment with technology in everyday life. The presentation of the self on Facebook has been the focus of recent research, delivering results that vary and sometimes contradict common ideas of the effects of individuals’ interaction via technology, especially in terms of how personality traits, as determined by the Five-factor model, impact self-presentation. A systematic review of the available literature was conducted, in order to bring about a consolidated description of the literature on the impact of personality traits on Facebook self-presentation. From 37 studies, the review found the motivation for Facebook use to be a mediating factor in the relationship between personality traits. Each personality trait in the Five-factor model impacts upon Facebook use, self-generated content, other-generated content, and the nature of the individual’s self-disclosure in varied ways. Due to visible cues on users’ profiles, some personality traits can be accurately detected by observers. The complexity and interrelatedness of variables involved in this relationship is highlighted by the findings of this review

Personality traits and self-presentation on Facebook: a systematic review

The influence of the Internet and Computer Mediated Communication (CMC) on the ways in which individuals with different personality traits present themselves, has been brought into question increasingly as modern life requires more and more of an enmeshment with technology in everyday life. The presentation of the self on Facebook has been the focus of recent research, delivering results that vary and sometimes contradict common ideas of the effects of individuals’ interaction via technology, especially in terms of how personality traits, as determined by the Five-factor model, impact self-presentation. A systematic review of the available literature was conducted, in order to bring about a consolidated description of the literature on the impact of personality traits on Facebook self-presentation. From 37 studies, the review found the motivation for Facebook use to be a mediating factor in the relationship between personality traits. Each personality trait in the Five-factor model impacts upon Facebook use, self-generated content, other-generated content, and the nature of the individual’s self-disclosure in varied ways. Due to visible cues on users’ profiles, some personality traits can be accurately detected by observers. The complexity and interrelatedness of variables involved in this relationship is highlighted by the findings of this review

Preteens\u27 Engagement With Interactive Technology: Implications For Face-To-Face Interactions And Social Distancing

Interactive technologies are widely accepted as important communication tools. This said, they may not function the same way for all age groups. Preteens, for instance, spend a considerable amount of time with media devices, however their interactions involve little social content. Therefore, for preteens, engagement with technology may create a social disconnect. This can happen in at least two ways. 1) Interactive technologies may displace face-to-face interactions with individuated screen time. 2) Interactive technologies may create social distance by making individuals independent of other people and devices. To address the social correlates and the situational consequences of interactive technology use among preteens, the present research utilized survey and experimental design. Results of the survey indicated that preteens who spend more time with interactive technologies have fewer face-to-face interactions with their family members and friends. Experimental findings of this research provided preliminary support for interactive technologies potential to bolster social distance. Specifically, it was found that priming interactive technologies increases children’s preference for solitude, as evidenced by less willingness to engage with another child on a collage task. Analyses also demonstrated that children from individualistic cultures who hold independent self-construal are more susceptible to the social distancing effect of interactive technologies, than children with collectivist background, who have interdependent self-construal. Results of this research help address pediatricians’, developmentalists’, and parents’ concerns regarding social consequences of interactive technology use for children. The significance of findings for social development, family dynamics, education, and research design are discussed in detail

High-street fashion brand communication amongst female adolescents

This thesis was submitted for the degree of Doctor of Philosophy and awarded by Brunel University.The nature of high-street fashion brands amongst female adolescents is a combined set of fast fashion movements and early adopter demands within a compressed timeframe. This research has investigated the need for a communication plan to appropriately deliver the brand message for this sector. There are a number of information barriers for high-street fashion brands to build customer value and differentiate the core values of their brands from competitors because of 1) imbalanced strategic communication implementation particularly in the encoding process, 2) ambiguous interpretation of target audience behaviour as a key disseminator of brand messages and 3) a lack of an integrated communication approach to complement the brand building communication plan. Accordingly, there is a need for a brand building communication framework to formulate and direct the female adolescent perceived values within a limited time based on mutual understanding and shared requirements between a high-street fashion brand and its target audience. Moreover, a strategic plan using an integrated brand-building communication in the encoding process which optimises the contribution of the audience must be developed. This research has revealed that high-street fashion brands should concentrate on consumer self-construal, consumer-brand congruence and consumer-brand relationships of female adolescents in order to clearly construct brand messages which match audiences’ values and lifestyles. Due to the needs for informative cooperation amongst the target audiences, the brand-building communication strategy as a persuasive medium, which encourages audiences and prospects to initiate interactivity with the high-street fashion brand, was thoroughly examined in the empirical study. A conceptual model of a high-street fashion brand-building communication was developed and evaluated by means of design research methodology and soft systems methodology. The proposed model explains the platform of brand-building communication strategy in the encoding process for the high-street fashion market. A number of advantages are offered: Firstly, brand managers may use the model to overcome the barriers to integrate a fashion brand communication strategy. Secondly, it can enhance the recognition of fashion brand-building communication. Thirdly, the model offers an approach to leverage customer-brand relationships by means of the communication process. Fourthly, it allows the description of a holistic view of brand message construction in the encoding process. Finally, it offers a strategy to integrate online and off-line communications

Impact Of Social Media Advertising On High Energy Drink Preferences And Consumption

Despite the surging appropriation of social media by marketers for communicative marketing of brands, what remains under-explored in literature is the capacity of social media platforms to influence student preferences for brands. This research gap is ironic given the growing literature on the potential of self-images shared on social media to influence consumers’ product preferences and purchase intentions. Drawing on Media Richness Theory, agency, extant literature and authors’ personal reflections on social media adoption for brand selection by students, this theoretical study examines how students navigate such platforms to make informed choices about energy drinks. The findings suggest while students exploited social media platforms intermittently to access energy drink brands, their brand preferences and choices were informed by personal agency (especially personal volition, peer influences, convenience and availability of brands) more than social media networks per se. The study contributes a conceptual model that integrate social media appropriation, consumer decision making, brand preferences and purchases. While the model is untested, its methodological strength lays in its reliance on extant literature, proven concepts, anecdotes of student consumption behavior and authors’ knowledge of social media, which are critical to deepening academics and policy makers’ understanding of social media-brand preference relations in real world contexts