An increased exposure to the sexual content of traditional mass media (i.e., television, magazines, movies, music) affects real life sexual behaviors among adolescents. Engaging in online risk behaviors such as sharing/posting sexual content using social networking sites, cellphones, smartphones, IPads, or other new media devices has become common among adolescents. The purpose of this quantitative, correlation study, based upon the theory of reasoned action and three pre-existing national surveys, was to determine whether significant associations exist between attitudes, intentions, and behaviors related to online risk behaviors and real life sexual behaviors among African American female adolescents in Metro Atlanta. Data were collected from 111 African American female adolescents residing in the Metro Atlanta. Statistical analyses included the Pearson r correlation, phi coefficient correlation, and logistic regression tests. According to study results, there were no significant relationships between attitudes and behaviors concerning online risk behaviors and real life sexual behaviors, age and attitudes of online risk behaviors, or relationship status and online risk behaviors. However, a significant relationship was found between age and engaging in online risk behavior. The positive social change implications include further insight for those working in the area of adolescent sexual health prevention and promotion. The findings can be used to better understand the impact of online risk behaviors on adolescent sexual health and how new media platforms can be effectively used to tailor prevention programs and campaigns.

University personnel offering online doctoral degrees struggle to address high attrition of students in the dissertation phase; these students can feel isolated, disconnected, and unmotivated. The purpose of this study was to explore ways online doctoral students in the dissertation phase used social networking sites (SNS) to overcome isolation and to increase persistence. The conceptual framework was situated in communities of practice (CoP) and the theory on self-determination. Research questions explored participants' experiences with using SNS to remain connected and persistent. Data were collected from in-depth interviews with 7 online doctoral students, who met the criteria of being in the dissertation phase for a minimum of 2 quarters and using at least 1 social networking site; the participants were from 4 online institutions in the United States. An interpretative phenomenological analysis was used to examine themes and interpret the lived experiences of participants. Findings revealed that online doctoral students in the dissertation phase valued working with peers and with doctoral graduates from other institutions as a strategy to remain persistent in completing their dissertations. They focused on learning and on sharing with others for social and emotional support in a safe environment. Other elements included being held accountable and being challenged to keep moving. The results could influence instructional design for online doctoral candidates emphasizing the use of SNS for support from a CoP. Implications for positive social change include higher education personnel supporting unmonitored SNS interactions and increasing trust within school-created SNS spaces for students in the dissertation phase.

Biological factors, attachment styles, socioeconomic status, and religion are among some of the variables researched as casual factors of infidelity. However, limited research is available for infidelity originating online. This study aimed to investigate causal factors for engaging in online infidelity via social networking site use. A cognitive behavioral perspective guided the research. Review of literature on offline infidelity, online behavior, and Davis' work on generalized problematic internet use identified the variables relationship satisfaction, impulsivity, permissive sexual values, and the intensity of social networking site use for exploration. Research questions addressed any contribution these four variables may have to engaging in online infidelity. A cross-sectional online survey including the Relationship Assessment Scale, Barrett Impulsivity Scale, Brief Sexual Attitudes Scale, and Problematic Internet Use Questionnaire targeting individuals 21 years of age and older, who reside in the United States, as well as, the U.S. Virgin Islands was available to the public. 136 respondents completed the survey. The study identified relationship satisfaction, rather than relationship dissatisfaction, as the primary predictor of engaging in online infidelity. Additionally, a stronger presence of permissive sexual values was associated with an increase in relationship satisfaction. Those attempting to engage in online infidelity, a group not previously researched, is predicted by impulsivity. The findings from this study can be used by individuals and professionals alike for improving individualized therapeutic practice. The research findings indicate future research in respect to online infidelity, social networking site use, and the population of individuals that attempt to engage in infidelity would be beneficial.

隨著網際網路的蓬勃發展，虛擬網路社群的概念興起，高中圖書館開始應用社群網站的功能特性來拓展圖書館各種服務，讓讀者進行討論、交流，提供更便利的溝通管道與讀者互動。近年來國內外均有高中圖書館應用blog、facebook、plurk、twitter等社群網站建立家族、社團、粉絲專頁，發佈圖書館最新消息、活動公告、相簿與影音等應用程式，而粉絲讀者亦可藉此管道發表意見、增加社群粉絲間互動。 本研究之目的在瞭解國內高中圖書館網路社群之設置與經營之情形，探討讀者利用圖書館網路社群參與推廣服務之經驗，瞭解館員對於應用高中圖書館網路社群行銷服務之看法等，並透過問卷和訪談調查高中圖書館應用網路社群行銷推廣服務，進而歸納建議高中圖書館應用社群網站推展行銷圖書館服務的方向。 本研究透過內容分析法瞭解國內圖書館應用網路社群行銷情形與讀者互動情況；採用問卷調查法分析高中圖書館讀者利用網路社群參與之經驗及對於圖書館應用網路社群的看法，經由Google文件網路問卷的發放，共回收796份有效問卷。最後，並透過訪談探討高中圖書館經營網路社群之困境。 研究結果發現高中圖書館網路社群設置比例偏低、社群功能特性尚未充分發揮，圖書館館員人力資源配置不足、專業背景人才缺乏，facebook的社群互動性較blog、plurk、twitter為高；多數讀者較喜歡瀏覽blog或facebook了解圖書館最新動態，對於圖書館的回應速度與內容表示滿意，但讀者不一定會透過網路社群向圖書館提問。多數館員認為網路社群有助於圖書館服務之行銷，未來圖書館結合虛擬社群平台是時代趨勢；資訊素養影響圖書館網路社群行銷推廣服務品質。 最後建議高中圖書館擴大行銷推廣服務，應用不同行銷模式並增加不同網路社群平台工具，滿足讀者的需求，積極回應讀者的提問。 關鍵字：blog、facebook、plurk、twitter、網路社群、社群網站 / In recent years, both domestic and abroad, high school libraries have used blogs, facebook, plurk, twitter, and other social-networking sites to establish specially designed pages for families, communities, and fans (e.g., Disseminating news, event announcements, photo albums, videos, etc.). Furthermore, fans can also use the channels or sites to express their opinions for the purpose of increasing community interaction among other fans or members. The purpose of this study was to gain a better understanding of the settings and operating conditions of the Internet communities within senior high school libraries. Specifically, this study evaluated the experiences of readers who participated in these activities which promoted community services through libraries. In addition, this study evaluated the perceptions of high school librarians about the application of marketing services via the Internet community within high school libraries. Furthermore, the study investigated the efficacy of high school libraries at promoting marketing services through the Internet community. Based on the summarized results of the data, suggestions were made for high school libraries regarding how to apply Internet community sites to promote and market services. The survey showed that the number of Internet communities within high school libraries has grown. Promoting library extension services by using Internet communities has become a mission for many high schools. Using “content analysis,” this study attempted to analyze the interaction between the situation of applied marketing by the Internet community within libraries and the readers’ experiences. The study utilized a questionnaire to understand the participating experiences for high school library readers utilizing the Internet community and the perceptions regarding library applications of the Internet community. Through the release of a “Google Docs” online-questionnaire, 796 valid-questionnaires were yielded for the study. The results showed that the proportion of high school library network-groups is low; community features are not well-developed; libraries lack human resources and librarians lack professional background regarding Internet community services. The interaction of the facebook community is higher than that of a blog, plurk, or twitter. Most readers prefer to gain the latest news by browsing a blog or facebook. In general, readers are satisfied with the speed and contents of Internet responses, but may or may not ask questions of the library through the Internet community. Most librarians believe that the Internet community helps in the promotion of library services. The trend is for libraries to incorporate a platform of Virtual Internet Community. Information literacy will affect the quality of promotional and marketing services of a library within the Internet community. In summary, this survey-study suggested that high school libraries should set up social network communities to meet readers’ needs, actively respond to readers’ questions, expand the services of marketing and promotion, use a variety of different marketing models and increase various community platform tools. Keywords: blog, facebook, plurk, twitter, online communities, social networking site

<p><em>Aim</em>: Over the years, marketing has become a more and more important tool in politics in general. In order to campaign successfully – and become the President-elect - in the U.S. Presidential Election, marketing is indispensable. This lead to enormous amounts of money spent on marketing. The aim of this research is to contribute to existing knowledge in the field of political marketing through the analysis of how marketing is done throughout a political campaign. The 2008 U.S. Presidential Primary Elections, together with a few key candidates have served as the empirical example of this investigation. Four research questions have been asked; what marketing strategies are of decisive outcome in the primary season of the 2008 political campaigning, how is political marketing differentiated depending on the candidate and the demographics of the voter, and finally where does the money come from to fund this gigantic political industry.</p><p><em>Method</em>: The exploratory method and case study as well as the qualitative research method have been used in this work. Internet has been an important tool in the search for, and collection of data. Sources used have been scientific articles, other relevant literature, home pages, online newspapers, TV, etc. The questions have been researched in detail and several main conclusions have been drawn from a marketing perspective. Correlations with theory have also been made.</p><p><em>Result & Conclusion</em>: In the primary season, the product the candidates have been selling is <em>change</em>. The Obama campaign successfully coined and later implemented this product into a grassroots movement that involved bottom-up branding of the candidate. This large base allowed for a different marketing strategy that implemented earlier and better organization in the caucus voting primary states resulting in an untouchable lead for the Obama campaign. The successful utilization of the Internet and social networking sites such as Facebook and YouTube led to enormous support, not least among the important group of young (first time) voters. It also served as the main base for funding throughout both the primary and the presidential season, effectively outspending the Clinton, and later, the McCain campaigns. This study has shown that there are differences in marketing when it comes to different presidential candidates even within the same party. Marketing activities and efforts also look different for different marketing groups.</p><p><em>Suggestions for future research</em>: This study was limited to the primary season; it would have been interesting to include the whole U.S. Presidential campaigning process from start to finish. In future research projects, it would also be interesting to see comparisons between political marketing in the U.S. and political marketing elsewhere, in Europe for example.</p><p><em>Contribution of the thesis</em>: This study contributes to increased knowledge when it comes to understanding the role of social media, grassroots movement, and bottom-up branding as a political marketing strategy. It also contributes to increased knowledge about political marketing in general. Furthermore, it shows the importance of marketing - and money - in American politics. Political parties as well as individual candidates may also find the results of this research useful for future campaigning.</p>

This thesis examines the discourse of the information age and its influence on information literacy and social networking websites. The information age proposes that society has been dramatically changed by the recent advancements of information and information technology. The information age is a ubiquitous concept, manifesting specifically in two areas: library and information studies (LIS) and social networking websites. Information literacy, the American Library Associations education strategy for the information age, empowers library patrons with information skills to participate in the emerging era. Social networking websites (Facebook, MySpace, and Twitter) represent information- based businesses like those predicted by information age theorists. This thesis concludes that the arrival of the information age is impossible to discern, but the influence of information and information technology is significant.

In my paper I explored the success of independent artists on the Internet over the past three to five years while also examining the diminishing need for major record labels with regards to an independent artists success. I chose to examine this trend primarily because we are seeing the success of many artists to varying degrees who use the Internet to promote their music on a scale we’ve never seen before. Because of this, the entire structure of the music industry is beginning to change drastically and people have greatly begun to rethink the way we discover and enjoy music as well as the types of music we like. I wanted to explore the ways in which independent artists are achieving their success, the degree to which this success has been achieved, and why they have chosen to remain independent from major record labels. I began by researching independent artists before the Internet became a marketplace for music and how the Internet has changed the music industry to this day with regards to album sales. I then researched different platforms that have recently emerged on the Internet and how they are allowing artists to market themselves in effective ways and at little to no cost to the artist. I also examined the equipment required to make music in the digital age and how it has become cheaper and more accessible to obtain. Finally I examined specific independent artists who have emerged over the past few years on scales larger than many artists signed by major labels and why they have chosen to remain independent. From the research I did on the rise of independent music, I learned that most of these artists are doing something unique or different from artists signed to major labels. I also found that the message behind their music was sometimes contradictory to what has been accepted in mainstream media in the past. They have remained independent because they do not want to lose creative control of their music while also cutting out the middle man, or record labels, so they may keep a majority of their own profits. Through the artists that were researched, it can be seen that a major label budget or marketing scheme is far from necessary in the age of the Internet and can actually hinder the careers of certain artists. This is important because as major record labels continue to become less important, the structure of the music industry and its economy are changing in a way that is the opposite of what it once was. Music is now beginning to be empowered by the artists and fans rather than by major label corporations.

This study investigates the phenomenon of asymmetric interpersonal relationships—dyads in which one individual has greater knowledge of personal information about the other. Relationships usually benefit from self-disclosure when it is done in a reciprocal, personal manner; acquiring information through such means as Facebook can disrupt the process, offset information balance and negatively affect interrelationship factors. This study investigates the effect of information asymmetry on such factors as interpersonal attraction, subjective power, and social interaction anxiety. Participants were given Facebook profiles with varying amounts of information (high, low, or none) prior to interacting with a confederate. I predicted that participants in the high information condition would experience the greatest social interaction anxiety and the least interpersonal attraction. Increased anxiety would mediate a reduction in interpersonal attraction. Participants with no prior information were expected to exhibit opposite tendencies compared to the high information condition. A secondary effect on subjective power was also explored. Results did not reach statistical significance but were in the directions as hypothesized. Findings indicate that imbalance of interpersonal information has the potential to negatively impact relationship factors.

In this paper, I examine the existence and roles of state dependence and switching costs in the mass transition from MySpace to Facebook during the 2007-2008 time period. Using a dataset that compiles individual browsing behavior and a discrete multinomial logit model, I find precise, yet extremely small amounts of state dependence for users of only MySpace, of only Facebook, and users of both MySpace and Facebook. Positive state dependence directly implies the existence of switching costs for each firm. While there is an abundance of literature regarding switching costs in the brick and mortar setting with tangible products and services, my work extends similar analysis to the relatively new online, social networking industry by studying consumer usage trends of the two networking powerhouses: MySpace and Facebook.

Social networking sites are among the most popular daily activities of students these days. Students are mostly using social networking sites for communication and sharing of their experiences. Facebook is an example of a social networking site, which supports additional features such as creating a profile page, creating group pages and supports possibility of implementing different integrated application with Facebook. These features improve the Facebook experience, allowing users to form groups, where they can introduce ideas and concepts, which can be shared and discussed in a structured style. For this thesis we have created a new learning management system by implementing an online educational platform within a Facebook context. This work introduces a new, complementary style of education, where students can improve their knowledge and sociality outside the university in an innovative way. The platform takes advantage of gamification, which introduces game-like elements to concepts such as education and learning management systems, to make them more fun and rewarding. The goal of this thesis is to extend the educational border to an interesting online environment where students can learn, communicate, and examine their knowledge globally in different courses within our application platform in Facebook.