Personal Networks on Social Network Sites (SNS) Context and Personality Influences
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- Deutsch ausgewählt
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Beschreibung
Produktdetails
Einband
Taschenbuch
Erscheinungsdatum
26.11.2008
Verlag
Südwestdeutscher Verlag für HochschulschriftenSeitenzahl
176
Maße (L/B/H)
22/15/1.2 cm
Gewicht
280 g
Auflage
1. Auflage
Sprache
Deutsch
ISBN
978-3-8381-0195-8
Social network sites (SNSs) count millions of members
today. For a growing number of persons, maintaining a
profile on a SNS is part of their everyday life.
Research on Internet use in general and SNSs in
particular has focused on the social aspects of
maintaining relationships and establishing new
relationships online. However, the relational data of
SNSs may be also valuable in marketing to explore
mechanisms of recommendations. Private
recommendations proved to be very influential for
customer decisions as captured in concepts such as
word of mouth and viral marketing. Until now, the
meaning of the data of SNSs is uncertain and has not
been investigated. This work aims to answer three
research issues. First, analyzing which factors
influence the use of SNSs and thus, the resulting
social network. Second, illuminating what information
is really displayed in SNSs. And third, exploring the
extent to which individual differences such as
personality traits and motivations shape the personal
networks displayed on SNSs. To this end, several
field studies are reported as well as an online
survey study of the participants of a German SNS.
today. For a growing number of persons, maintaining a
profile on a SNS is part of their everyday life.
Research on Internet use in general and SNSs in
particular has focused on the social aspects of
maintaining relationships and establishing new
relationships online. However, the relational data of
SNSs may be also valuable in marketing to explore
mechanisms of recommendations. Private
recommendations proved to be very influential for
customer decisions as captured in concepts such as
word of mouth and viral marketing. Until now, the
meaning of the data of SNSs is uncertain and has not
been investigated. This work aims to answer three
research issues. First, analyzing which factors
influence the use of SNSs and thus, the resulting
social network. Second, illuminating what information
is really displayed in SNSs. And third, exploring the
extent to which individual differences such as
personality traits and motivations shape the personal
networks displayed on SNSs. To this end, several
field studies are reported as well as an online
survey study of the participants of a German SNS.
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