This paper structurally estimates a dynamic model of usage behavior and network effects in a social network site using data from MySpace.com. We view a social network as a stock of capital that yields a flow of utilities over time by creating social interactions between the owner and her friends. When one decides to use a social network site, it may have two distinct network effects: (1) one can manage an existing base of friends through social networking and thus prevent depreciation of capital stock (maintenance effect), and (2) one may acquire new friends through social networking, which results in creation of new capital stock (investment effect). Thus, we model social networking as a dynamic process, in which one's current action to use a social network site can influence the evolution of her social network. We found that realtime chat and messaging, features of MySpace.com, positively affect one's usage decision and hence achieve the intended goal of generating site traffic. However, different demographic groups may have idiosyncratic preferences for these features. Based on parameter estimates, we performed counterfactual simulations with the goal of providing managers with ways to enhance firm performance. / text

Information privacy is a paradoxical issue. Especially after Facebook, information privacy has become more important than before. College student Facebook users share a great deal of information on Facebook, and Facebook collects users’personal information. Users’ personal information on Facebook is linked to their identity; therefore negative consequences (privacy problems) have become possible on Facebook. This study focused on college students’ privacy concerns and awareness of privacy issues and settings. Moreover, heavy and light users’ privacy concerns were compared in this study. According to the survey results, privacy is still important to Facebook users and different privacy concerns exist among heavy and light users. Results also show that privacy on Facebook is not a simple thing. It is related to identity construction, users’ experience, and awareness of privacy implications. / text

The use of social network sites (SNSs), such as Facebook and LinkedIn, by both organizations and the Swedish population is increasing. Previous publications in this research field lack empirical reinforcement and the empirical research that has been published often suggest a connection between recruitment via SNSs and employer branding. However, this connection has not yet been elaborated on or explained by previous research. Furthermore, both these research fields lack the insight of empirical studies conducted from a managerial point of view. The objective of this study is to contribute to these research fields by providing a holistic understanding about employer branding and SNSs role in recruitment processes from a managerial perspective. The recruitment process includes all activities from the origin of a vacant position to employing an applicant. To gain insight into this perspective, a qualitative study was conducted with the methodological stances constructionism and interpretivism. HR-managers at eight organizations with 200 employees or more located in the northern part of Sweden were interviewed. A thematic analysis, in line with the research approach with inductive characteristics, was used to analyze the qualitative data collected from conducting semi- structured interviews. The themes are based on regularly discussed aspects found in the empirical data. These themes are: “Employer Branding”, “Benefits“, “Barriers”, “Communication Channels” and “Implementation”. The fundamental aspect of succeeding with implementing SNSs as a recruitment tool was found to be a supportive management. This resulted in a framework being developed that describes necessary actions to take into consideration by the management to successfully implement SNSs as a recruitment tool. It was found that employer branding is closely interlinked with the attraction stage of a SNS recruitment process. Therefore, the framework also incorporates the findings regarding the benefits that a strong employer brand will have on the SNS recruitment process. This study provides theoretical insight of how SNSs are used to strengthen the employer brand in recruitment processes. The study also concluded that the interviewed organizations are in the early stages of implementing employer branding and SNSs in organizational contexts. The managerial perspective also provides an important theoretical contribution. Practical contributions include inspiration for how to design strategies to implement SNSs as a recruitment tool and an insight as to why it is important to adopt such strategies.

With the growing popularity of social network sites such as Facebook and Twitter, newspapers have started to use these sites as alternative platforms for news delivery. Analyzing the use of Facebook and Twitter by the top 74 U.S. newspapers, this study examines the effectiveness of social network sites as news platforms. The results showed that most of the major newspapers have adopted social network sites but reached a very limited number of subscribers. After controlling for print circulation, there is no significant correlation between the number of social network subscribers and the number of website visitors. Overall, the effectiveness of Facebook and Twitter as news platforms remained questionable. / text

The social network sites (SNS) industry has recently shown an abnormal development pattern: An SNS could rapidly accumulate a large number of users, and then suffer a serious loss of users in a short time, which subsequently leads to the failure of the Web site in the highly competitive market. The user's social network site continuance is considered the most important factor for an SNS to keep its sustainable development. However, little knowledge of the user's SNS continuance raises the following research question: What factors could significantly influence the user's SNS continuance intention? To address this research question, I study the question from three lenses of research, including the I-view, the social interactivity view, and the trust based view. The I-view is an extension of the IS continuance model. From this research perspective, I tested the influence of the utilitarian factor (i.e., perceived usefulness) and the hedonic factor (i.e., perceived enjoyment) on the user's satisfaction in the I-view. In addition, I extend the umbrella construct, confirmation, into two sub-constructs, informativeness and self-actualization, and respectively study their influences on the utilitarian factor and the hedonic factor. I find that the user's perceived enjoyment has a significant positive effect on the user's satisfaction, thereby motivating the user to continue using the SNS. The perceived informativeness of an SNS and the user's self-actualization through information sharing with others on the Web site both have significant positive effects on the user's perceived usefulness and perceived enjoyment. From the social interactivity perspective, I suggest that a user's social gains could have a projection effect on the user's satisfaction in an SNS and his or her SNS continuance intention. Most previous studies emphasized on the influence of social connection outcomes (i.e., social capitals) on the user's behavioral intention, but ignored the fact that an individual would also evaluate social connections according to the quality of the information sharing process (i.e., frequency and volume of information being exchanged) during the social activities. This study indicates that an SNS user's perceived interactivity has a significant positive effect on the user's sense of belonging to a virtual community and perceived social gains. The social gains significantly positively influence the user's satisfaction in the Web site and intention to continue using the SNS. From the trust based view, I find that the user's trust in the social network sites and the user's trust in other members both have significantly positive effects on the user's SNS continuance intention. In addition, both of the trust based factors could also positively influence the user's perceived informativeness, self-actualization, and sense of belonging. The findings from the current study create a solid foundation for future SNS continuance research, and also provide several practical implications to SNS managers to increase the cohesion between users and the Web sites.

Thesis advisor: Sara Moorman / With the increasing digitalization of society, the line between private and public has blurred. Social network sites (SNSs) like Facebook and Instagram facilitate such a process, with users utilizing the sites for public displays of private emotions or events. What was once intimate conversation between two individuals or personal experience shared only with those in one’s physical company have become public conversations and shared experiences for networks of Friends and Followers to comment on, like, share, and survey. Consequently, social media has allowed for heightened expressions of grief, a formerly private experience, online through the use of images, words, and reactions. The current study uses survey and interview data to understand who uses social media to grieve the loss of a family member (a particularly private loss), why an individual might do this, and how such posting influences the grieving process for the social media user. / Thesis (BA) — Boston College, 2018. / Submitted to: Boston College. College of Arts and Sciences. / Discipline: Departmental Honors. / Discipline: Sociology.

Most research investigating impression formation during early stages of a relationship on social network sites adopts unrealistic, ecologically invalid social scenarios. This thesis used an ecologically valid social scenario to improve understanding of impression formation during the early stages of a relationship on social network sites. Three studies investigated how students get to know each other on social network sites in the weeks before starting university. A focus group study, a questionnaire study and an experiment demonstrated that incoming undergraduate students form impressions about groups of people (e.g. a group of housemates) and specific individuals (e.g. a housemate) during university transition. The studies highlighted that it is too simplistic to suggest that impression formation about a group of people is different from impression formation about a specific individual. Instead, the coherence of the social target, the nature of the affiliation with that social target, and the strategies used to get to know that social target on social network sites influence how confident students are in their impressions of each other during university transition. Explanations are proposed that, if substantiated, would require expansion of the Hamilton and Sherman’s and cues-filtered in theories of impression formation. The studies highlighted that impression formation and the influence of those three factors can partially explain the intensity of students’ worries about the academic and social aspects of their future university experience. The findings are practically applied as guidance for university and pastoral support services and further research is proposed to test the tentative explanations.

abstract: Although the social network site (SNS) Facebook achieved great success around the world, in China, it was over taken by the local website Kaixin001. Using comparative analysis and interviews, this thesis compared the architecture of the two websites and Chinese users' attitude towards them. From one side, the result indicates that they are almost the same, but not quite. Kaixin001 is a copycat which adapts to local cultures and political regulations. From the other side, the research also highlights that people associate Kaixin001 with a game platform rather than a social tool. It suggests that there are two layers of digital divide: access and utilization. Chinese users can not get equal access because of the Great Firewall. At the same time, unlike western users, they are fond of playing games, listening music and other functions, rather than creating original content or building social capital. Therefore, the SNS utilization is not equal. Because of regulations and self-surveillance, their SNS use is enjoying the apolitical does not challenge the Chinese state. At the end of the thesis, the author points out the limitations of this research. As Internet-mediated qualitative research, this study lacks extended time and samples to explore the SNSs in global context. Further research is needed to collect extended samples. Moreover, the users' dependence on social network websites may be addressed to seek more comprehensive and deeper understanding of SNS. / Dissertation/Thesis / M.A. Communication Studies 2011

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The current research identifies the impact of sharing day-to-day information in social network sites (SNS) on the relationships we hold within and outside of them. Stemming from the literature on self-disclosure, uncertainty reduction, personal relationships, privacy and computer-mediated communication (CMC), a concurrent triangulation research strategy is adopted to identify the patterns of relationship development and interaction in SNS. Using a mixed methods approach, five studies were conducted to determine how young adults interact via SNS. Empirical findings suggest SNS users are driven by the need to reduce uncertainty and gather information about their interaction partners. An interaction between several factors was found to impact on relationships between communication partners: the frequency of information sharing; the content of the shared information; the type of relationship held between the sender and recipient; the stage of relationship development; the medium of communication, and; an expected social contract. A conceptual model of interpersonal interaction within SNS environments is proposed, identifying the links between sharing, certainty and relationship quality, and manifested communication behaviour throughout relationship development. Implications for the fields of communication science, CMC, and social and behavioural psychology are discussed.