Enhancing the role of flow experience in social media usage and its impact on shopping

Online retailers are eager to find the answers to the following questions: How relevant is SNS usage to consumer shopping decisions? Is the information shared on SNS likely to influence users’ shopping decisions? This study is designed to answer these questions via essential factors based on flow theory and TAM. The moderating effects of some social factors were also explored. The data was collected from U.S SNS users, and SEM was performed and a research model estimated. The findings reveal that flow experience of SNS usage for shopping, perceived ease of use of SNS, and perceived usefulness of information shared on SNS exert positive and significant effects on consumer intention to shop on SNS. Particularly, flow experience directly and positively determines shopping intention and shares positive and significant impacts with TAM. Furthermore, the perceived usefulness is highly important relative to the perceived ease of use. Social identity, group norm, and social influence also positively moderate the links between flow experience, TAM, and SNS usage intention for shopping. Very few theoretical studies have discussed SNS usage behavior for shopping based on flow theory or validated its relationship with TAM in the SNS shopping context. A validated model of consumers’ actual usage of SNS for shopping proves that experience drives the success of social commerce. The findings provide current information and important aspects to firms that operate SNS commerce, allowing them to adjust their marketing strategies to serve consumers better.     

A Taxonomy of Social Networking Site Users: Social Surveillance and Self‐surveillance Perspective

Since social networking sites (SNS) are widely used in modern society, users increasingly use SNS to manage or maintain their existing social relationships and form new ones. This research applies social surveillance and self‐surveillance to classify SNS user types and explores each type's effect on SNS’ marketing performances. Three hundred three online questionnaires are collected to test the research questions. The results of cluster analysis and multivariate analysis of variance (MANOVA) reveal the following four user types based on the different degrees of social surveillance and self‐surveillance: versatile users, self‐expression users, pass‐along users, and introvert users. Further, the introvert users have the least impact on product‐related information sharing, perception of social presence, purchase intention toward offers on SNS, and emotional experiences in social shopping among the four SNS user types.     

Cultural Differences in Consumer Engagement in Brand-Related SNS Groups: A Cross-Cultural Study of China and the United States

To gain a better understanding of consumer engagement in brand-related social network site (SNS) groups, this study examines how consumers engage with the brand and other members of the groups among different national cultures through the lens of brand community characteristics and collective value creation practices within brand communities. Through conducting a directed qualitative content analysis of two cases—consumer wall posts in a Facebook group and a Renren group—this study finds supporting evidence that although consumers in both groups actively shared their product use experiences, consumers in the Renren group tended to explicitly express their shared consciousness with other group members, share their product use experiences in a modest and respectful way, and actively engage in social networking, while consumers in the Facebook group tended to focus on product use sharing. Theoretical and managerial implications are discussed.     

Discussing Brand Information on Social Networking Sites: Implications for Global Brand Marketing

Due to the proliferation of information that global brands disseminate on social networking sites (SNS), how to induce SNS users to discuss such information is a topic deserving intensive research efforts. In recent years, scholars have begun to explore the topic from several perspectives. However, there is still a lack of conceptual theorization and empirical verification with more comprehensive probing into the psychological processes through which SNS users become motivated to engage in discussing brand information provided by brand marketers. The current study, based on integrative reconfiguration of relevant theories and a large-scale survey, develops and validates a theoretical model to explicate the key determinants in this regard. Data were obtained from 1518 respondents, who have been active SNS users for at least one year. Confirmatory factor analysis and structural equation modeling facilitate validation of the model. According to the research findings, affective attitude is a stronger factor than instrumental attitude in predicting the discussion behavior of SNS users relative to brand information intentionally designed and disseminated by brand marketers. Additionally, past behavior in discussing online business news, alongside subjective norm and perceived behavioral control, exercises significant effect on such behavior. Most noteworthy, identity construction generates the greatest impact on behavioral intention and actual behavior among SNS users to discuss brand information that brand marketers provide to them. In general, the current study contributes to making better use of SNS for global brand marketing.     

The effects of motivations, trust, and privacy concern in social networking

This study proposes and tests a model that uses privacy concern, trust, and motivations to explain the process leading to information disclosure and the intensity of social network services (SNS) use. Use of SNSs has been shown in our investigation to be negatively correlated to a user??s privacy concern but positively correlated to a user??s trust and motivations. Furthermore, by using a hierarchical regression model, we show that trust accounts for a significant additional amount of variance in SNS use after controlling the variance explained by privacy concern. In addition, motivation accounts for a significant additional amount of variance in SNS use after controlling the variance explained by both privacy concern and trust.     

Selling trust in cyber space: social networking service (SNS) providers and social capital amongst netizens in South Korea

Abstract

Apart from excessive bonding amongst co-ethnics, social capital studies have sparsely discussed the negative effects of social capital, including excessive collective actions towards downward social mobility (e.g. imprisonment of social and political elites). As Bourdieu has noted, social capital can conflate problems of upward social mobility through various glass ceilings in the reproduction of elite power groups. However, it is also important to notice that less fortunate groups can debunk the dominant elite social network by participating excessively in social networking service (SNS) platforms, where they exchange distorted information about the elites to organize collective actions towards their downward social mobility. Gleaned from the recent cases of ferry sinking and candlelight vigilance in South Korea, SNS providers can sell trust in cyber space that can be easily transformed into social capital for collective character assassinations, political demonstrations, and economic sabotages at workplace. Based on the big data gathered from Naver, one of the leading SNS providers in South Korea, we find that Naver provides SNS users with a rare opportunity to encounter myriad opinion groups who will over time converge into one or two similar opinion groups that can be easily mobilized towards collective actions. Selling trust in cyber space on the internet and mobile devices is a unique commercial development in South Korea and its neighbouring countries, including Japan and Taiwan.     

Men on a mission,women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective

Gender has a considerable effect on how consumers search for information, shaping their behavior through a variety of motives. Previous research shows that the benefit consumers wish to gain from the information influences their search behavior on social networking sites (SNS). This study examines the extent to which gender influences the connection between perceived information values and the choice of SNS information source: commercial (marketer-generated content) and non-commercial (user-generated content). A representative Facebook users' sample (N = 525) and SEM statistics show gender differences in search behavior on SNS. Findings also demonstrate the impact of gender on the relationships between information values and preferred source of information, and demonstrate different motivations for male and female search behavior. The implications for both theory and practice are presented and analyzed.     

Are Sustainable Consumers Health Conscious? A Segmentation Study of Wine Consumers

As a result of consumers’ increasing concerns with ethical, environmental, and health issues, sustainable consumption and production have become a popular topic of recent academic research and industry practices. The current study sought to provide in-depth insights into consumers’ views on sustainability by simultaneously examining their environmental and social awareness and behavior, health-conscious lifestyles, and diets; as well as the perceived importance of social and nutrition information on wine labels. Based on empirical data obtained through a web-based survey distributed to consumer panels in three markets – the US, the UK, and Germany – this research segmented wine consumers into four categories: Apathetic Consumers; Health-Conscious Diners; Holistic Perfectionists; and Ethical Advocates. The findings indicate that in general wine consumers are mindful about the environmental problems, social responsibility of companies, ethically produced and sustainably sourced products. The majority adhere to healthy lifestyles and watch their diets. Nevertheless, with the exception of only one cluster (Holistic Perfectionists), wine consumers do not actively seek social, environmental, or nutritional information on wine labels. This study shows that, at least currently, the preferences for the social factors are unlikely to outweigh dominating traditional wine purchase drivers, such as price, brand, country of origin, and grape variety. Industry implications for tailored marketing strategies are discussed.     

Valuing customers for social network services

In the current Internet environment, many online service companies based on community factors (networks) produce and sell new types of digital products. For example, SNS (social network service) companies now sell customers digital decorative products for the adornment of online avatars. Not only do individual customers consume these digital products, but they also exchange them as gifts in their local neighborhoods. While previous studies on customer valuation (e.g. CLTV, RFM, etc.) focus on some important issues for identifying valuable customers, the literature does not resolve issues related to the effects on customer value of products purchased as gifts for another person. This study attempts to verify empirically the effects of two representative social network properties (tie strength and the number of ties) on customer monetary value.This study selects 2615 customers from a South Korean SNS website who enrolled on the site on the same day. Data include diverse purchase-related information, social network properties in terms of gift-giving for six months, and demographic information. The primary results of this study are as follows. First, the proposed model, which includes social network properties, has a great deal more explanatory power than the baseline model — the RFM-based customer value model. Second, tie strength and the number of ties in a gift-giving network increase customer value. Third, tie strength has a more profound impact on customer value than does the number of ties. The results of this study theoretically expand the domain of customer valuation studies due to the inclusion of social network properties, and suggest important practical implications for some online SNS companies in their efforts to find valuable customers and improve customer value.     

A Text Mining-Based Review of Cause-Related Marketing Literature

Social networking sites (SNS) have challenged ethical issues about users’ information security and privacy. SNS users are concerned about their privacy and need to control the information they share and its use. This paper examines the security of SNS by taking a look at the influence of users’ perceived control of information over their information-sharing behaviors. Employing an empirical study, this paper demonstrates the importance of perceived control in SNS users’ information-sharing behaviors. Specifically, perceived control has been found to be negatively related to perceived privacy risk and attitude toward information sharing, which in turn has an impact on their information-sharing behaviors. In addition, gender has been shown to be an important factor that moderates the influences of both perceived control and perceived privacy risk on SNS users’ attitudes toward information sharing. Theoretical and practical implications are discussed.     

Understanding consumers’ social networking site usage

Abstract

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.     

The influence of self-construal and materialism on social media intensity: a study of China and the United States

This study investigated the potential influence of self-construal and materialism on intensity of usage for three social media platforms: social networking sites (SNSs), microblogging sites (MBSs), and video sharing sites (VSSs). Data were collected from China and the United States – two countries with the highest advertising expenditures and Internet populations. Drawing from the social comparison theory (SCT) and the framework of independent and interdependent self-construal, results of the hierarchical multiple regressions indicated that both independent and interdependent self-construal were positively related to SNS intensity among Chinese and American users. However, interdependent self-construal had a significant, negative relationship with the intensity of MBS use among users in the two countries. Materialism was found to positively relate to SNS intensity, MBS intensity, and VSS intensity among Chinese and American users. These results provide evidence that self-construal and materialism contribute to social media use independent of nationality. Theoretical and managerial implications for international advertising strategies are discussed.     

Product Placement in Social Games: Consumer Experiences in China

A phenomenological study reveals the meanings of product placement in social games on social network sites (SNSs) among Chinese urban, white-collar professional users through an investigation of a newly launched SNS, Happy Network. In total, 26 face-to-face, in-depth interviews were conducted. Through inductive analysis, a theoretical model was proposed to catch the rich meanings of product placement in the context of an SNS. Specifically, the study reveals four interpretive themes regarding the meanings of product placements in an SNS: (1) embracing product placement in the SNS, (2) bridging virtual and real-world branding, (3) referencing the framework of product placement, and (4) influencing real-world consumption.     

SNS应用于艺术品行业电子商务营销模式探讨

近年来行业电子商务发展越来越成熟,但是由于艺术品行业本身所具有的特殊性,发展电子商务困难重重。作为Web2.0时代重要应用之一:SNS(社会化网络网站,社会化网络软件,社会化网络服务),通过其真实网络注册信息,用户将真实的人际关系从线下搬到线上,能有效为发展电子商务聚集人气和信任度。将SNS与艺术品行业电子商务结合起来,构建一种新型的电子商务营销模式:SNS社区与交易商城结合。试图建立艺术品行业社区化电子商务,来带动艺术品行业电子商务的立体化、多元化的发展。     

Beyond drinking: the role of wine in the life of the UK consumer

Since the development of wine sales via supermarkets in the UK in the 1970s wine consumption has more than doubled so now the UK is the largest wine import market (by value) in the world. Wine is now consumed by approximately 61% of the UK adult population on a regular basis. For many social wine consumption has become part of their lifestyle. Given the international importance of the UK wine market, plus the increasing incorporation of wine into regular consumption behaviour, it is remarkable how few academic studies have been undertaken into the consumption behaviour of moderate, social UK wine consumers. This paper aims to start developing that knowledge, thus adding to our understanding of consumer behaviour in general. The results show that consumers use wine in very sophisticated ways via purchasing, gifting and consumption. The findings also show that social interaction with wine varies significantly, dependant upon occasion and environment. Behaviour also varies if the purchase, as gift and/or for consumption, is perceived as a private or public activity. This paper places UK wine consumer behaviour within a social context, and is able to show that all consumers display a range of behaviours in relation to wine which are situation and occasion dependant.     

International orientation of Chinese internet SMEs: Direct and indirect effects of foreign and indigenous social networking site use

We examine how international orientation (IO) of small and medium sized enterprises (SMEs) in China is influenced by foreign and indigenous Social Networking Site (SNS) use. Existing international business theory does not explain how SNS use by emerging market SMEs underpins IO. Combining knowledge-based theory, International Entrepreneurship literature and insights from Information Management, we test a model of opposite effects for the use of foreign and indigenous SNS. Analysis of data from 117 Chinese SMEs provides strong support to the central argument that indigenous rather than foreign SNS helps this new breed of firm to become more internationally-oriented.     

A social commerce investigation of the role of trust in a social networking site on purchase intentions

Trust is a crucial issue in online shopping environments, but it is more important in social commerce platforms due to the salient role of peer-generated contents. This article investigates the relationship between trust in social commerce and purchase intentions and describes a mechanism to explain this relationship. We propose a main and two alternative models by drawing on three concepts: social commerce information seeking, familiarity with the platform, and social presence. The models clarify the mechanisms through which trust, familiarity, social presence, and social commerce information seeking influence behavioral intentions on social commerce platforms. Findings from a survey of Facebook users indicate that trust in a social networking site (SNS) increases information seeking which in turn increases familiarity with the platform and the sense of social presence. Moreover, familiarity and social presence increase purchases intentions. Findings indicate that the main model fits the data better than the alternative ones. Theoretical and managerial implications are discussed.     

On electronic word-of-mouth diffusion in social networks: curiosity and influence

The rapid proliferation of social networking sites (SNSs) provides marketers with ample opportunities to explore advertising strategies based on electronic word-of-mouth (eWOM). With that in mind, this study aims to understand the influence of the eWOM diffusion process on SNSs. We propose a theoretical framework to investigate the roles of curiosity and influence in SNS users’ decisions to adopt eWOM and to pass it along to their contact groups. Two forms of curiosity, specific and diversive, are proposed to initiate specific exploration (consistency checking and knowledge-based validation) and diversive exploration (referral visit behavior), and eventually, adoption and pass-along behavior. In addition, SNS influence, formed by maven, persuasiveness, and connectivity, is proposed as a moderator affecting information diffusion. The proposed framework is empirically validated using the data collected from online surveys of 590 Facebook users. Implications for theory and practice are also discussed.     

Key quality factors affecting users' perception of social networking websites

PurposeThe main aim of the present study is to evaluate the quality factors of websites and their effect on users' perceptions about quality in the context of social networking websites.Design/methodology/approachThis is an applied study conducted as a field survey. A conceptual framework of website quality is proposed and empirically tested that combines quality factors and users' overall perception about quality. Based upon conceptual frameworks in the areas of information systems and using responses from 300 users, a seven factors scale has been validated and data were used to test the conceptual model. To test validity of conceptual framework, confirmatory factor analysis was conducted and regression analysis was performed to examine the suggested hypotheses in the conceptual framework.FindingsIn this study, six different significant factors namely efficiency, entertainment, community drivenness, privacy, user friendliness, efficiency and navigability were identified to be significant for the service quality of social networking websites. Using the survey conducted in the statistical sample, only the factor of web appearance was identified as less important for social networking website users.Practical implicationsFindings from this research provide a set of essential and desired quality factors that social networking website developers can use to improve the quality of existing websites in turn increasing its numbers of users, thus bringing benefits to the company. Second, this study shows how perceived quality has a direct and profound effect on the degree of consumer perception about website quality.Originality/valueThis study, expanding a conceptual model, tries to identify the set of service quality factors for social networking websites. The information of these quality factors as a major predictor of consumers' quality perception provides social networking websites management an initial point for making successful quality management practices for their e-commerce.     

The influence of media,positive perception,and identification on survey‐based measures of corruption

This study examines the influence of some suspected sources of bias on perceptions of public sector corruption. These sources include dependence on two types of media as information sources about corruption: traditional and social media, positive perception of public employees, and social identification with public employees. Data were collected through a face‐to‐face survey of the general public in South Korea. The sample comprised 472 respondents evenly dispersed across the country. Through regression analysis, we found that dependence on traditional media—but not social media—significantly increased the perceived level of corruption. However, positive perceptions of and social identification with public employees were negatively associated with it, showing that these factors may skew respondents' perceptions of corruption. The results have implications for practitioners and researchers who design, implement, or evaluate anti‐corruption policies, suggesting the need for caution when making use of survey results.