Analyzing the Factors Expediting Commercial Value for Companies in Online Social Networks Using Electronic Word-Of-Mouth

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The Potential of Face Book in Creating Commercial Value for Service Companies

This paper is describing an ongoing research that intends to analyze the best routes that companies should take in order to get into consumers’ conversations within Facebook (and the other social networks) in a way that will benefit both sides. Encouraging and influencing this electronic World of Mouth can generate substantial commercial value. The commonly-used “push” approaches that are currently used by most of the vendors in the online social networks are creating negative responses and this research is looking for the expeditors that will make the social networkers willing to participate in a commercial electronic Word of Mouth. This research is focused around service companies, since eWOM is much more critical for these companies. From initial results of the research, a “hate and use” phenomenon seems to exist among the Facebook users with regards to usage and information sharing within the social network.

The “Facebook-self”: characteristics and psychological predictors of false self-presentation on Facebook

In this study we present and empirically examine a new phenomenon related to social networking sites, such as Facebook, the “false Facebook-self.” Arguably false self-presentation on Facebook is a growing phenomenon, and in extreme cases; i.e., when ones Facebook image substantially deviates from their true image, it may serve as a gateway behavior to more problematic behaviors which may lead to psychological problems and even pathologies. In this study we show that certain users are more vulnerable to such false self-presentation than others. The study involved 258 Facebook users. Applying ANOVA and SEM analyses we show that users with low self-esteem and low trait authenticity are more likely than others to present a Facebook-self which deviates from their true selves. These social-interaction-related traits are influenced by one’s upbringing and the anxious and avoidant attachment styles he or she has developed. Several cases (7.5%) with large gaps between the true and false Facebook-self were detected, which implies that future research should consider the adverse consequences and treatments of high levels of false Facebook-self

Data_Sheet_1_The “Facebook-self”: characteristics and psychological predictors of false self-presentation on Facebook.DOCX

<p>In this study we present and empirically examine a new phenomenon related to social networking sites, such as Facebook, the “false Facebook-self.” Arguably false self-presentation on Facebook is a growing phenomenon, and in extreme cases; i.e., when ones Facebook image substantially deviates from their true image, it may serve as a gateway behavior to more problematic behaviors which may lead to psychological problems and even pathologies. In this study we show that certain users are more vulnerable to such false self-presentation than others. The study involved 258 Facebook users. Applying ANOVA and SEM analyses we show that users with low self-esteem and low trait authenticity are more likely than others to present a Facebook-self which deviates from their true selves. These social-interaction-related traits are influenced by one’s upbringing and the anxious and avoidant attachment styles he or she has developed. Several cases (7.5%) with large gaps between the true and false Facebook-self were detected, which implies that future research should consider the adverse consequences and treatments of high levels of false Facebook-self.</p