Cultural differences, experience with social networks and the nature of “true commitment” in Facebook

Vasalou, Asimina; Joinson, Adam; Courvoisier, Delphine S.

doi:10.1016/j.ijhcs.2010.06.002

Cited by 195 publications

(111 citation statements)

References 23 publications

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“…Many people actively participate in content generation and value creation, and several researchers (e.g., Young et al, 2009;Vasalou et al, 2010) have examined their profiles to determine why and to what extent they are keen on posting their entire identity, sharing pictures and videos, and indicating their religious affiliations, marital status, and political orientations on the Internet. These users interact with others, exchange information about their interests, raise discussions about news topics, follow news about specific topics on Twitter, and enjoy sharing private videos on YouTube.…”

Section: Introductionmentioning

confidence: 99%

Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-Regulation and Trust

Rouis

Limayem

Salehi‐Sangari

2017

EJREP

105

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Section: Introductionmentioning

confidence: 99%

Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-Regulation and Trust

Rouis

Limayem

Salehi‐Sangari

2017

EJREP

105

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“…Prior findings that show little significance difference in the patterns of Facebook usage by US and UK users (Vasalou, Joinson and Courvoisier, 2010). In contracst, in the context of 'Liking' political brands, US users exhibited greater anxiety and a lower intention to 'Like'.…”

Section: Discussionmentioning

confidence: 86%

Conspicuous political brand interactions on social network sites

Marder

Marchant

Archer-Brown

et al. 2018

EJM

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2 PurposeAcquiring 'Likes' for a political party or candidate's Facebook pages is important for political marketers. For consumers these 'Likes' are conspicuous, making their political affiliation visible to their network. Our study examines the roles of the undesired socialself and visibility (conspicuous vs. inconspicuous) in predicting consumers' intention to 'Like' political brands. We extend knowledge on the undesired social-self, transference of theory from general marketing to a political domain and provide practical advice for political marketers engaging social network sites. Design/methodology/approachWe gather data from two surveys run with Facebook using electorates in the run up to the UK 2015 and US 2016 elections (n = 1,205) on their intention to 'Like' political brands under different visibility conditions. FindingsData supports the theorized relationship of the undesired social-self with social anxiety intention to 'Like' when 'Liking' is conspicuous. However also indicates that all users -irrespective of proximity to the undesired social-self -prefer to 'Like' inconspicuously. 3 Research limitations/implicationThe research is limited by the generalizability of the specific context and the use of selfreport measures. Practical implicationsPolitical marketers should reconsider promoting conspicuous consumption for that which is more inconspicuous. OriginalityWe provide the first examination of the undesired social-self in driving behavior under different visibility conditions. Furthermore we challenge the extension of existing knowledge of the self-concept within political marketing, based on the 'norm' for consumers' to avoid disclosing political views publically.

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“…how often do you visit SNSs) was adapted from Vasalou, Joinson, & Courvoisier (2010) with six options (See Table 1). The 37.9 percent of the total sample (respondents) indicated that they use SNSs once daily.…”

Section: Measurementmentioning

confidence: 99%

“…In addition, one question (i.e. how much time do you spend on SNSs per visit) was adapted from Vasalou et al (2010) to measure duration of SNSs visits (See Table 1). A big chunk of sampled respondents (i.e.…”

Section: Measurementmentioning

confidence: 99%

Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

Mir

2017

Zagreb International Review of Economics and Business

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Cultural differences, experience with social networks and the nature of “true commitment” in Facebook

Cited by 195 publications

References 23 publications

Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-Regulation and Trust

Impact of Facebook Usage on Students’ Academic Achievement: Roles of Self-Regulation and Trust

Conspicuous political brand interactions on social network sites

Impact of Entertainment Motivational Drivers on User Acceptance of Online Social Network Banner Advertising: A Gratification Perspective

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