Online Social Networks and Insights into Marketing Communications

Acar, Adam; Polonsky, Maxim

doi:10.1080/15332860802086227

Cited by 84 publications

(35 citation statements)

References 22 publications

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“…[10][11][12][13][14][15] Those higher in extraversion possess more social capital, spend more time socializing in general, 25 and report using the Internet with greater frequency. 26 As such, those higher in extraversion should also socialize more on Facebook and, thus, report increased use of a variety of Facebook features.…”

Section: Study 1: Personality and Self-reported Facebook-related Behamentioning

confidence: 99%

Manifestations of Personality in Online Social Networks: Self-Reported Facebook-Related Behaviors and Observable Profile Information

Gosling

Augustine

Vazire

et al. 2011

Cyberpsychology, Behavior, and Social Networking

515

327

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Despite the enormous popularity of Online Social Networking sites (OSNs; e.g., Facebook and Myspace), little research in psychology has been done on them. Two studies examining how personality is reflected in OSNs revealed several connections between the Big Five personality traits and self-reported Facebook-related behaviors and observable profile information. For example, extraversion predicted not only frequency of Facebook usage (Study 1), but also engagement in the site, with extraverts (vs. introverts) showing traces of higher levels of Facebook activity (Study 2). As in offline contexts, extraverts seek out virtual social engagement, which leaves behind a behavioral residue in the form of friends lists and picture postings. Results suggest that, rather than escaping from or compensating for their offline personality, OSN users appear to extend their offline personalities into the domains of OSNs.

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Section: Study 1: Personality and Self-reported Facebook-related Behamentioning

confidence: 99%

Manifestations of Personality in Online Social Networks: Self-Reported Facebook-Related Behaviors and Observable Profile Information

Gosling

Augustine

Vazire

et al. 2011

Cyberpsychology, Behavior, and Social Networking

515

327

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“…The effects on the decision-making are based on the strength of the created bonds, homophily, source credibility, and also on the impact over personalities of virtual community members (self-esteem, leadership, online behavior) (Acar and Polonsky 2007). Additionally, Soares et al (2012) investigate whether social interactions among social network users (trust and social relationships) have a positive impact in a series of marketing interactions (information broadcast, WOM, and attitude toward the advertisement).…”

Section: Determining Factors Of the Use Of Social Network In Purchasmentioning

confidence: 99%

Influence of social networks on the purchase decisions of university students

Flórez¹,

Escobar²,

Restrepo³

et al. 2018

cuadernosgestion

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“…In typical offline research, serious efforts are made to find people who would truly represent the population of interest. In online research, the opposite is the case as individuals self-select in their contributions [9]. For example, if a researcher is interested in measuring customer's satisfaction, any typical offline methodology would begin withdrawing a systematic and unbiased sample from the brand's customer base.…”

Section: Background Of the Studymentioning

confidence: 99%

“…According to [9], SMM is viewed as ways of promoting products or services online by attracting customers to discuss and make suggestions about the products or services using the internet. The term social marketing is elucidated by [1] as involved with the applicability of marketing philosophies and practice to strengthen social as well as economic ends.…”

Section: Concept Of Social Media Marketingmentioning

confidence: 99%

See 1 more Smart Citation

Social Media Marketing and Business Success of Automobile Dealers in Rivers State

Nwokah¹,

Aeenee²

2017

AJIBM

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This research study was carried out to empirically examine the relationship between social media marketing and business success of automobile car dealers in Rivers State, Nigeria. The study involved one hundred and sixty (160) respondents using questionnaire as the major instrument. After data cleaning one hundred and forty-three (143) copies of questionnaire were used for analysis with statistical tool Spearman Rank Order correlation coefficient with statistical package for social science (SPSS). It was found that there is a significant relationship between Facebook, Twitter and YouTube that significantly influenced sales growth, market share and profitability. The study concluded that Facebook, Twitter and YouTube significantly influence sales growth, market share and profitability of automobile car dealers in Rivers State. The study recommends amongst others that: Firms should make Facebook, Twitter and YouTube advertisement more catchy, appealing and trendy in order for online customers to patronize their products. The study suggested that more empirical research should be carried out on other social media platforms such as MySpace, LinkedIn, Friendster, Kyte and Istagram. This study further suggests that additional studies should be carried out in other states of the country so that we can compare the outcome with the present study.

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Online Social Networks and Insights into Marketing Communications

Cited by 84 publications

References 22 publications

Manifestations of Personality in Online Social Networks: Self-Reported Facebook-Related Behaviors and Observable Profile Information

Manifestations of Personality in Online Social Networks: Self-Reported Facebook-Related Behaviors and Observable Profile Information

Influence of social networks on the purchase decisions of university students

Social Media Marketing and Business Success of Automobile Dealers in Rivers State

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