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.

Prasidėjus socialinės medijos erai vis svarbesnis tampa socialinių tinklų daromas poveikis įvairioms sritims (tiek verslui, tiek individualiems asmenims). Skirtingos rinkodara užsiimančios kompanijos pasaulyje socialinių tinklų galią ir daromą poveikį suprato jau seniai ir sėkmingai naudoja jų teikiamus privalumus. Tuo tarpu Lietuvoje socialinės medijos ir socialinių tinklų era dar tik prasideda ir, nors apie tai pastaruoju metu kalbama vis plačiau, atliekami skirtingi tyrimai, tačiau nėra tyrimų susijusių su konkretaus tinklo panaudojimu tam tikro sektoriaus rinkodarai. Tiesa, yra keletas bandymų tai daryti, tačiau šie tyrimai yra labai fragmentiški. Taigi, šio darbo tema yra nauja ir aktuali bei naudinga dėl duomenų, kuriuos galima gauti atlikus darbo tyrimus. Magistro darbo objektas – socialiniame tinkle „MySpace“ profilius turinčios Lietuvos muzikos grupės ir atlikėjai. Darbo tikslas – atskleisti socialinio tinklo, kaip rinkodaros priemonės, panaudojimo Lietuvos muzikos grupių ir atlikėjų tarpe ypatybes. Darbo uždaviniai: paaiškinti socialinės medijos ir tarptautinio socialinio tinklo sąvokas; atskleisti kaip rinkodaros priemonės pasireiškia socialiniame tinkle; atlikti Lietuvos muzikos grupių bei atlikėjų profilių socialiniame tinkle „MySpace“ analizę, žvelgiant iš socialinio tinklo, kaip rinkodaros priemonės, perspektyvos; atlikti socialinio tinklo „MySpace“ naudotojų nuomonės tyrimą, kuriuo būtų išsiaiškinta, ar socialiniame tinkle esantis profilis turėjo įtakos jų... [toliau žr. visą tekstą] / With the beginning of social media era, more and more important is influence on different areas (both business and individuals) made by social networks. Various marketing companies worldwide the power and impact of social networks have found relatively long ago and are using its advantages successfully. Meanwhile in Lithuania social media and social networks era is just beginning and, although, lately there are more and more talks about this issue, various studies are carried out, however, there are no studies related to the specific network usage for concrete segments marketing. There were some attempts to do them, but those studies are fragmented and more amateurish than scientific. Therefore, the theme of this paper („Social network „MySpace“ usage for bands marketing“) is studied very little and superficially, but it is relevant for its novelty and serious data which are gotten form the research. This topic in Lithuania was borne away only in recent years, when more and more business and non-profit organizations launched to use social media and social networks for their marketing. These tools are probably the easiest way to reach target audience (especially if the target audience are young people) and to get a substantial block of different information. Master paper’s object is Lithuanian bands that have profiles in „MySpace“ social network. The aim of the study is to highlight the features of social network when it is used as Lithuanian bands marketing tool. Tasks: to... [to full text]

This document contains a creative work – the text of a young adult novel, The girl and the sea – and an exegesis examining the MySpace Generation through the methodological prisms of online ethnography and literature review.

Thesis (M.S.W.)--Smith College School for Social Work, Northampton, Mass., 2007 / Thesis submitted in partial fulfillment for the degree of Master of Social Work. Includes bibliographical references (leaves 100-102).

This ethnographic study investigated the underlying motivations behind college-aged students ' use of the popular social-networking site, MySpace. It also examined how MySpace influences online and offline relationships as well as impacts individuals' self concept. The research method included an initial unobtrusive observation of 50 random MySpace pages, participant-observation of informants' sites and 18 interviews with the study's participants. Each component of this ethnographic design helps reveal various patterns associated with relational and self motivations using MySpace. Following transcription analysis and multi-tiered triangulation among interview, participant-observation and lurking data, the information was compiled in a matrix to help break down and to evaluate data in manageable pieces. Two key findings related to concepts of self and relationships resulted from this study. The first discovery suggested that participants engage in a number of relational maintenance strategies, particularly activities associated with alleviating dialectical tensions, such as autonomy and togetherness. Secondly, the study revealed that MySpace members constantly negotiate their ideal and actual selves through computer-mediated communication, based on reflective appraisals from significant others on MySpace. Taken together, relational maintenance strategies and self-concept activities are engineered by the users' need to necessarily learn the values, norms and culture associated with life in MySpace. The study builds upon previous literature on ethnographical methods, computer-mediated communication, relational maintenance, self-concepts and socialization practices. This thesis contributes to burgeoning research in virtual ethnography as well as to emerging, yet underrepresented academic research investigating social networking sites use motivations.

Internet social networking sites have been the source of much speculation and controversy in the few years that they have been in existence. These sites (the most popular being MySpace and Facebook) allow their users to create online profiles, with which they can post pictures of themselves and interact with other users via text-based messaging. These sites are especially popular among teens and young adults, many of whom find their lives controlled by these sites. Utilizing the Uses and Gratificatioons approach in combination with the theory of the niche, the aim of this study is to understand the gratifications that are derived from the use of social networking sites, and how those gratifications compare with those obtained from the use of other communications methods (face-to-face communication and e-mail). Additionally, the study explores whether or not there has been a displacement effect for these older media with the introduction of social networking. A sample of 340 undergraduate and graduate students from a large western university were surveyed in-class regarding their use of three communications media (internet social networking, e-mail, and face-to-face communication). Students responded to 25 gratifications statements for each medium, rating how often they had used it for that particular purpose. They also responded to a question regarding whether their use of e-mail and face-to-face conversation has changed since they started using social networking sites. Answers from the gratification statements were subjected to principal component factor analysis using varimax rotation. After throwing out 10 statements due to their incompatibility across the three media, three gratification factors emerged: Gratification Opportunities, Social Utility, and Entertainment. Then using niche formulas, the media was compared across these three factors. Overall, face-to-face communication had the broadest niche, signalling that is best capable of fulfilling media gratifications. It also had the broadest niche in the Social Utility and Entertainment Factor, while e-mail had the broadest niche in the Gratifications Opportunities dimension. The results suggest that social networking may be popular because it acts as a convenient place to hang out — combining its relatively broad niches in Gratifications Opportunities and Entertainment gratifications, but shows little support for a displacement effect caused by its adoption.

No description available.

No description available.

No description available.

Sociala nätverk har länge varit ett viktigt forum för Internetanvändare över hela världen, och det nätverk som växer fortast heter Facebook och hade i mars 2009 över 200 miljoner aktiva användare. På Facebook publiceras dagligen mängder av information i form av bilder, filmer och konversationer som visar upp för omvärlden vilka vi är och vilka relationer vi har till andra människor. Jag har i min uppsats talat med sex unga vuxna, tre killar och tre tjejer om hur de upplever och brukar Facebook. Uppsatsen behandlar hur identitet skapas och upprätthålls samt lyfter fram de problem som kan uppstå när bilder och information publiceras offentligt. Jag tittar även på om det framkommer några skillnader i hur de medverkande ser på Facebook och dess funktioner beroende av kön. Genomgående anser intervjupersonerna att det är viktigt att framstå som en person som är utåtriktad och har ett stort socialt liv, något som de tycker att man kan visa upp på Facebook till en viss grad. Det framkommer att bildfunktionen där man kan tagga sig själv och sina vänner är det verktyg som är viktigast för användarna och det är också här som det visar sig att de medverkande kan välja att ”redigera” sin sida genom att ta bort oönskade bilder som publicerats. Killarna och tjejernas åsikter och tankar skiljer sig inte speciellt mycket generellt sett, men det finns ämnen såsom ”vad är en snygg bild” där det framkommer en betydande skillnad i resonemanget som kan härledas till genustillhörighet. / KSM/Magisteråret 2008/2009