Uncovering psychological gratifications affecting social media utilization : a multiblock hierarchical analysis

The purpose of this study is to examine internet users’ experience and gratifications of social media, which affect the utilization of the medium. The research model was developed in hierarchical multiblock, which consists of three key psychological components–personal, tension release, and social–that are derived from the Uses and Gratifications theoretical perspective. Data were collected through stratified probability sampling of 428 social media users using a web-based questionnaire. They were selected because they spend a significant amount of time on social media sites, at least on Facebook, Twitter, YouTube, LinkedIn, and Instagram. Based on hierarchical multiblock PLS analysis, the results confirmed that social media utilization is affected by three key component psychological factors. All of these factors play a significant part in influencing user attitude toward utilizing social media. The findings are believed to increase understanding, especially for user-experience designers (UXD) concerning venues that can be used for direct targeting in designing social media marketing. The implications and recommendations for future research are discussed

Mobile consumer behaviour on apps usage: The effects of perceived values, rating, and cost

The rapid development of technology and the use of smartphones and mobile applications (apps) have become significant and influential in today’s living. Despite the growing amount of research on mobile app usage, little is known on the role they play in shaping the behaviour of the mobile consumer. By deploying the framework, this study revises Sheth’s fundamental propositions of consumption values. While the fit of values has been recognised by many behavioural studies, insight into the theoretical interface in the mobile communication studies remains unsubstantiated. Therefore, this study explores the perceived consumption values on mobile apps behaviour and investigates the role of the rating of the apps and cost in influencing the behaviour. A total of 392 questionnaires were collected through an online survey with 9 hypotheses examined. The analysis of the structural equation modelling determined a final model with four significant factors (functional, social, emotional, and conditional values). It confirmed that the usage is influenced by the apps rating and cost towards a certain degree. This study indicates the potential significance variables in mobile consumer literature and sheds light on mobile communication marketing in the area of apps marketing, specifically in designing an effective user-experience (UX) apps for mobile consumers

International Growth and Social Media Competitiveness of Small Software Firms

The current chapter aims to increase the understanding on how social media as a tool can become a source of competitiveness and enhance international growth of small technology firms operating in software sector. Based on exploratory case studies undertaken in two Finnish software firms, our chapter specifically links international growth to organizational functions and specific social media platforms. We offer insights on how organizational functions like sales and marketing, research and development, customer support, and human resources can efficiently use specific social media platforms to positively influence international growth. Finally, our chapter offers both theoretical and managerial implications.© 2021 Palgrave Macmillan. This is a post-peer-review, pre-copyedit version of a chapter published in a book “Technological Innovation and International Competitiveness for Business Growth : Challenges and Opportunities”. The final authenticated version is available online at: https://doi.org/10.1007/978-3-030-51995-7_4fi=vertaisarvioitu|en=peerReviewed

Analysis of Factors that Influence Customers' Willingness to Leave Big Data Digital Footprints on Social Media: A Systematic Review of Literature

Big data has been discussed extensively in existing scholarly works but scant consideration is given to customers’ willingness to generate and leave big data digital footprints on social media, especially in the light of the profusely debated issue of privacy and security. The current paper endeavours to address this gap in the literature by developing a conceptual framework. In doing so, this paper conducts a systematic review of extant literature from 2002 to 2017 to identify and analyse the underlying factors that influence customers’ willingness to leave digital footprints on social media. The findings of this review reveal that personal behaviour (intrinsic psychological dispositions), technological factors (relative advantage and convenience), social influence (social interaction, social ties and social support) and privacy and security (risk, control and trust) are the key factors that influence customers’ willingness to generate and leave big data digital footprints on social media. The conceptual framework presented in this paper advances the scholarship of technology adoption and use and provides useful direction for future empirical research for both academics and practitioners