Jaipuria International Journal of Management Research

Open Access Open Access  Restricted Access Subscription Access
Open Access Open Access Open Access  Restricted Access Restricted Access Subscription Access

Implications of Social Networking Sites on Internet User's Acceptance Behaviour


Affiliations
1 Amity School of Business, Amity University, Noida - 201313, U.P, India
     

   Subscribe/Renew Journal


Social networking sites have positive benefits both for users and the online marketers using them. The focus of research in this topic has mostly been determinants (e.g. Socio cultural, Demographic, Psychological, Environmental and Marketing). However, a prior key question is what leads a user to use a social networking site. The user process of adoption and use of such recommenders involves subjective factors which need a psychological approach. This perspective has been neglected so far. The purpose of this paper is to discuss and validate an integrative model which adapts various elements and models in order to explain such a process. The field study consisted of a simulated online social networking process undertaken by a valid sample of 300 internet users with a regularly updated account. Many of the constructs’ measurement scales have been adapted from previously validated scales never before applied to this study’s context, and the authors have consequently rigorously validated them here too. Detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model. The user’s psychological angle has been overlooked by previous studies on the adoption and use of social networking destinations. To the best of the knowledge, this is the first attempt to validate a model aimed at comprehensively approaching the user’s adoption of a social networking site. The findings provide several theoretical contributions and implications for markets and new global markets could use this data to improve their marketing strategy development decisions.
User
Subscription Login to verify subscription
Notifications
Font Size

  • Abels, G., White, D. & Hahn, K. (1997). Identifying user-based criteria for Web pages. Web Research: Electronic Networking Applications and Policy, 7(4), pp. 252–262.

  • Ahlers, D. (2012). Local web search examined, in Dirk Lewandowski (ed.) Web search engine research (Library and Information Science, Volume 4 pp.47 7. United Kingdom: Emerald Group Publishing Limited.

  • Akar, E., & Topcu, B. (2011). An examination of the factors influencing consumers' attitudes toward social media marketing. Journal of Internet Commerce, 10(1), pp. 35-67.

  • Amichai, H. Y. (2008). Internet empowerment. Computers in Human Behavior, 24(5), pp. 1773–1775.

  • Anderson, K. E. (2016). Getting acquainted with social networks and apps: Instagram’s instant appeal. Library Hi Tech News, 33(3), pp. 11 - 15.

  • Arora, P. & Predmore, C. E. (2013). Social media as a strategic tool: going beyond the obvious. Advanced Series in Management, 11(1), pp. 115-127.

  • Baird, C. & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(1), pp. 30–37.

  • Berger, J. & Heath, C. (2007). Where consumers diverge from others: Identity signaling and product domains. Journal of Consumer Research, 34(2), pp. 121-134.

  • Berman, R. & Katona, Z. (2013). The role of search engine optimization in search marketing. Marketing Science, 32(4), pp. 644-651.

  • Berthon, P., Pitt, L. F., Plangger, K. & Shapiro, D. (2012). Marketing meets Web 2.0, social media and creative consumers: implication for international marketing strategy. Business Horizons, 55(3), pp. 261-271.

  • Bhandari, R. S. & Sharma, H. (2017). Impact of social media on brand loyalty: study of buying behaviour. International Journal of Applied Business and Economic Research, 15(1), pp. 297-308.

  • Bochenek, L. M. & Blil, S. (2013). Social media champions - drivers and sophistication process of social media strategic management. Advanced Series in Management, 11(1), pp. 143-167.

  • Bowden, J. H. (2009). The process of customer engagement: a conceptual framework. Journal of Marketing Theory and Practice, 17(1), pp. 63-74.

  • Boyd, D. M., & Ellison, N. B. (2008). Social networking sites: defination, history and scholarship. Journal of Computer Mediated Communication, 13(1), pp. 210-230.

  • Burghardt, M., Heckner, M., & Wolff, C. (2012). The many ways of searching the web together: a comparison of social search engines (Vol. 4). (D. Lewandowski, Ed.) United Kingdom: Emerald Group Publishing Limited.

  • Carson, M. (2010). Learn and earn: A B2B social media. United States: Microsoft Advertising Limited.

  • Casado, N. S., Navarro, J. G., Wensley, A. & Solano, E. T. (2016). Social networking sites as a learning tool. The Learning Organization, 23(1), pp. 23 - 42.

  • Chekuri, C., Goldwasser, M. H., Raghavan, P. & Upfal, E. (1997). Web search using automatic classification. Sixth World Wide Web Conference, 1-11.

  • Chen, Y. & He, C. (2011). Paid placement: advertising and search on the Internet. Economic Journal, 121(556), pp. 309–328.

  • Chen, Y., Fay, S. & Wang, Q. (2011). The role of marketing in social media: how online consumer reviews evolve . Journal of Interactive Marketing, 25(2), pp. 85-94.

  • Chevalier, J. & Mayzlin, D. (2006). The effect of word of mouth on sales: online book reviews. Journal of Marketing Research, 43(3), pp. 345-354.

  • Cho, C.-H. (2003). Factors influencing clicking of banner ads on the WWW. Cyber Psychology & Behavior, 6(2), pp. 210–215.

  • Constantinides, E. & Fountain, S. (2008). Web 2.0: conceptual foundations and marketing issues . Journal of Direct, Data and Digital Marketing Practice, 9(3), pp. 231-244.

  • Curran, K. (2004). Tips for achieving high positioning in the results pages of the major search engines. Information Technology Journal, 3(2), pp. 202–205.

  • Diephay. (2016). Statistics and market data on social media & user-generated content. Germany: Statista.

  • Dou, W., Lim, K. H., Su, C., Zhou, N. & Cui, N. (2010). Brand positioning strategy using search engine marketing. MIS Quarterly, 34(2), pp. 261–279.

  • Dover, D. (2011). Search engine optimization secrets. Indianapolis: Wiley Publishing Inc.

  • Erdogmus, I. E. & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Social and Behavioral Sciences, 58(1), pp. 1353-1360.

  • Fotis, J. N. (2015). The use of social media and its impacts on consumer behaviour. London: Bournemouth University.

  • Gensler, S., Volckner, F., Liu-Thompkins, Y. & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), pp. 242-256.

  • Godes, D. et. al (2005). The firm’s management of social interactions. Marketing Letters, 16(3), pp. 415–428.

  • Goldsmith, R. E., Pagani, M. & Lu, X. (2013). Social network activity and contributing to an online review site. Journal of Research in Interactive Marketing, 7 (2), pp. 100 - 118.

  • Green, D. (2000). The evolution of web searching. Online Information Review, 24(2), pp. 124–137.

  • Gul, M. S., Shahzad, H. & Imran, M. (2014). The relationship of social media with fashion consciousness and consumer buying behavior. Journal of Management Information, 2(1), pp. 24-45.

  • Hanna, R., Rohm, A. & Crittenden, V. L. (2011). We’re all connected: the power of the social media ecosystem. Business Horizons, 54(3), pp. 265-273.

  • Harter, S.& Hert, C. (1997). Evaluation of information retrieval systems:approaches, issues, and methods. Annual Review of Information Science and Technology, 32(1), pp. 3–79.

  • Hsun Ho, C., Hui Chiu, K., Chen, H. & Papazafeiropoulou, A. (2015). Can internet blogs be used as an effective advertising tool? The role of product blog type and brand awareness. Journal of Enterprise Information Management, 28(3), pp. 346 - 362.

  • Ioanas, E. & Stoica, I. (2014). Social media and its impact on consumers behavior. International Journal of Economic Practices and Theories, 4(2), pp. 295-302.

  • Jansen, B. & Schuster., S. (2011). Bidding on the buying funnel for sponsored search and keyword advertising. Journal of Electronic Commerce Research, 12(1), pp. 1-18.

  • Kammerer, Y. & Gerjets, P. (2012). How search engine users evaluate and select web search results: the impact of the search engine interface on credibility assessments,. United Kingdom: Emerald Group Publishing Limited.

  • Kaplan, A. M. & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizon, 53(1), pp. 59-68.

  • Kawaski, G. & Fitzpatrick, P. (2014). The art of social media. New York: Penguin Group (USA) LLC.

  • Kerpen, D. (2011). Likable social media. New york: McGraw-Hill Education.

  • Kilgour, M., Sasse, S. L. & Larke, R. (2015). The social media transformation process: curating content into strategy. Corporate Communications: An International Journal, 20(3), pp. 326-343.

  • Kim, W., Jeong, O. & Lee, S. (2010). On social web sites. Information Systems, 35(1), pp. 215–236.

  • Labrecque, L. I. (2014). Fostering consumer–brand relationships in social media environments: the role of parasocial interaction. Journal of Interactive Marketing, 28(2), pp. 134-148.

  • Levene, M. (2010). An Introduction to search engines and web navigation. New Jersey: John Wiley & Sons, Inc., Publication.

  • Li, K., Wang, X., Li, K. & Che, J. (2016). Information privacy disclosure on social network sites . Nankai Business Review International, 7(3), pp. 282-300.

  • Lorigo, L., Pan, B., Hembrooke, H., Joachims, T., Granka, L. & Gay, G. (2006). The influence of task and gender on search and evaluation behavior using Google. Information Processing and Management, 42(4), pp. 1123-1131.

  • Lovatt, J.& Legge, S. (2014). SEO – what is it and why does it matter? Taylor & Francis Editors' Bulletin, 10(1), pp. 20-22.

  • Luh, C. J., Yang, S. A. & Huang, T.-L. D. (2016). Estimating google’s search engine ranking function from a search engine optimization perspective. Online Information Review, 40(2), pp. 1-29.

  • Malaga, R. A. (2008). Worst practices in search engine optimization. Communications of the ACM, 51(12), pp. 147–150.

  • Men, L. R. & Tsai, W. S. (2013). Motivations and antecedents of consumer engagement with brand pages on social networking sites. Journal of Interactive Advertising, 13(2), pp. 76-87.

  • Moreno, L. & Martinez, P. (2013). Overlapping factors in search engine optimization and web accessibility. Online Information Review, 37(4), pp. 564 – 580.

  • Naidu, G. & Agrawal, S. (2013). A study on impact of social media in buying behavior of consumer/customer with special reference to raipur city. Journal Of Harmonized Research in Applied Sciences, 1(3), pp. 98-101.

  • Oppenheim, C., Morris, A., McKnight, C. & Lowley, S. (2000). The evaluation of WWW search engines. Journal of Documentation,, 56(2), pp. 190 - 211.

  • Papadopoulos, T., Stamati, T. & Nopparouch, P. (2013). Exploring the determinants of knowledge sharing via employee weblogs. International Journal of Information Management, 33(1), pp. 133-146.

  • Pappu, R. & Quester, P. G. (2016). How does brand innovativeness affect brand loyalty? European Journal of Marketing, 50(1/2), pp. 2 - 28.

  • Plangger, K. (2012). The power of popularity: How the size of a virtual community adds to firm value. Journal of Public Affairs, 12(2), pp. 145-153.

  • Rathore, A. K., Ilavarasan, P. V. & Dwivedi, Y. K. (2016). Social media content and product co-creation: an emerging paradigm. Journal of Enterprise Information Management, 29(1), pp. 7 - 18.

  • Ripberger, J. T. (2011). Capturing curiosity: Using internet search trends to measure public attentiveness. The Policy Studies Journal, 39(2), pp. 239–259.

  • Rohrs, J. K. (2014). Audience: marketing in the age of subscribers, fans and followers. New Jersey: John Wiley & Sons, Inc.

  • Roy, G., Datta, B. & Basu, R. (2016). Trends and future directions in online marketing research. Journal of Internet Commerce, 16(1), pp. 1-31.

  • Safko, L. & Brake, D. K. (2012). The social media bible (3rd Edition ed.). New Jersey: John Wiley & Sons Inc.

  • Schivinski, B. & Dabrowski, D. (2015). The impact of brand communication on brand equity through Facebook. Journal of Research in Interactive Marketing, 9(1), pp. 111-127.

  • Schwartz, C. (1998). Web search engines. Journal of the American Society for Information Science, 49(1), pp. 973–982.

  • Sen, R. (2005). Optimal search engine marketing strategy. International Journal of Electronic Commerce, 10(1), pp. 9-25.

  • Shah, S. (2016). The history of social networking. United States: Designtechnica Corporation.

  • Sharma, A. (2011). Take-off of online marketing: casting the next generation strategies. Business Strategy Series, 12(4), pp. 202-208.

  • Sharma, N., Butler, B. S., Irwin, J. & Spallek, H. (2011). Emphasizing social features in information portals: effects on new member engagement. Journal of the American Society for Information Science and Technology, 62(11), pp. 2106–2120.

  • Smith, J. (2010). Be 1 on Google:52 fast and easy search engine optimization tools to drive customers to your web site. New York: McGraw-Hill Companies Inc.

  • Tafesse, W. (2015). Content strategies and audience response on Facebook brand pages. Marketing Intelligence & Planning, 33(6), pp. 927 - 943.

  • Tan, X. Qin, L., Kim, Y. & Hsu, J. (2012). Impact of privacy concern in social networking web sites. Journal of Internet Research, 22(1), pp. 211-233.

  • Taylor, D. Lewin, J., & Strutton, D. (2011). Friends, fans, and followers: do ads work on social networks?: How gender and age shape receptivity. Journal of Advertising Research, 51(1), pp. 258-275.

  • Taylor, G. (2013). Search quality and revenue cannibalisation by competing search engines. Journal of Economics & Management Strategy, 22(3), pp. 445–467.

  • Teng, S., Khong, K. W. & Goh, W. W. (2015). Persuasive communication: a study of major attitude-behavior theories in a social media context. Journal of Internet Commerce, 14(1), pp. 42-64.

  • Terblanche, N. S. (2011). You cannot run or hide from social media: ask a politician. Journal of Public Affairs, 11(3), pp. 156–167.

  • Thelwall, M. (2015). Web crawlers and search engines Link Analysis: an information science approach. United Kingdom: Emerald Group Publishing Limited.

  • Treem, J. W. & Leonardi, P. M. (2012). Social media use in organizations: exploring the affordances of visibility, edibility, persistence and association. Communication Yearbook,, 36(1), pp. 143-189.

  • Tsimonis, G. & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence and Planning, 32(3), pp. 328-344.

  • Tsimonis, G. & Dimitriadis, S. (2014). Brand strategies in social media. Marketing Intelligence & Planning, 32(3), pp. 328-344.

  • Vanden, B. I. (2011). The multidimensional nature and brand impact of user-generated ad parodies in social media. International Journal of Advertising, 30(1), pp. 103–131.

  • Vaynerchuk, G. (2013). How to tell your story in a noisy social world (2013). Australia: Harper Collins Publishers.

  • Weinberg, T. (2009). The new community rules: marketing on the social web. California: O' Reilly Media Inc.

  • Xu, L., Chen, J. & Whinston, A. (2012). Effects of the presence of organic listing in search advertising. Information Systems Research, 23(4), pp. 1284–1302.

  • Yang, S. & Ghose, A. (2010). Analyzing the relationship between organic and sponsored search advertising: Positive, negative, or zero interdependence. Marketing Science, 29(4), pp. 602–623.

  • Yoo, C. Y. (2012). An experimental examination of factors affecting click-through of keyword search ads. Journal of Current Issues & Research in Advertising, 33(1), pp. 56-78.

  • Yuksel, M., Milne, G. R. & Miller, E. G. (2016). Social media as complementary consumption: the relationship between consumer empowerment and social interactions in experiential and informative contents. Journal of Consumer Marketing, 33(2), pp. 111-123.

  • Zarkada, A. K. & Polydorou, C. (2014). You might be reputable but are you “Liked”? Orchestrating corporate reputation co-creation on Facebook. social media in strategic management, 11(1), pp. 87-113.

  • Zhang, S. & Cabage, N. (2016). Search engine optimization: comparison of link building and social sharing. Journal of Computer Information Systems, 57(2), pp. 148-159.


Abstract Views: 431

PDF Views: 0




  • Implications of Social Networking Sites on Internet User's Acceptance Behaviour

Abstract Views: 431  |  PDF Views: 0

Authors

Ravneet Singh
Amity School of Business, Amity University, Noida - 201313, U.P, India

Abstract


Social networking sites have positive benefits both for users and the online marketers using them. The focus of research in this topic has mostly been determinants (e.g. Socio cultural, Demographic, Psychological, Environmental and Marketing). However, a prior key question is what leads a user to use a social networking site. The user process of adoption and use of such recommenders involves subjective factors which need a psychological approach. This perspective has been neglected so far. The purpose of this paper is to discuss and validate an integrative model which adapts various elements and models in order to explain such a process. The field study consisted of a simulated online social networking process undertaken by a valid sample of 300 internet users with a regularly updated account. Many of the constructs’ measurement scales have been adapted from previously validated scales never before applied to this study’s context, and the authors have consequently rigorously validated them here too. Detailed exploratory and confirmatory factor analyses are applied to assess the empirical validity of the model. The user’s psychological angle has been overlooked by previous studies on the adoption and use of social networking destinations. To the best of the knowledge, this is the first attempt to validate a model aimed at comprehensively approaching the user’s adoption of a social networking site. The findings provide several theoretical contributions and implications for markets and new global markets could use this data to improve their marketing strategy development decisions.

References





DOI: https://doi.org/10.22552/jijmr%2F2018%2Fv4%2Fi1%2F170910