The influence of personality on active and passive use of social networking sites

Abstract

Managers are more and more interested in social networking sites because they provide opportunities for strengthening relationships with customers as well as site content and service. Using social networking sites effectively, however, depends on understanding both the psychological attributes and social interactions of participants. This paper addresses these topics by presenting the results of a twostudy inquiry into the importance of two personality traits (consumer innovativeness and expressiveness) to active and passive use of social networks among Italian consumers. In Study 1 (n ‫؍‬ 753) it was found that innovativeness is positively related to active and passive use. Study 2 (n ‫؍‬ 277) revealed that self-identity expressiveness and social identity expressiveness positively influence only active use. These results suggest that managers need to distinguish between, and differentially encourage, joining and browsing such sites on the one hand and actively contributing to them on the other. Managers can also enhance the impact of their social networking sites by taking into account social and self-identity expressiveness to increase affiliation and market share and by encouraging consumers to use these sites actively.

Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation

“…a brand)." The rationale underlying this observed shift is a growing scholarly recognition of contemporary consumers' active, rather than passive, roles and behaviors in specific brand-based processes (Pagani, Hofacker and Goldsmith 2011;Singh and Sonnenburg 2012;Prahalad 2004;Hoffman and Novak 1996;Ramani and Kumar 2008). However, despite preliminary claims, insights into consumers' 'engagement'-related dynamics remain sparse and largely lacking measurement capability and empirical validation to date.…”

Una revisión del constructo consumo simbólico desde la perspectiva de la experiencia turística

“…Es importante recordar que existe una escasez de análisis en relación con el consumo simbólico y el uso de las redes sociales (Pagani et al, 2011;Enginkaya y Yilmaz, 2014). Así, ya se mencionó la necesidad de realizar más investigaciones en la influencia de las redes sociales en las empresas (Mellinas et al, 2014); señalándose además la escasez de investigación sobre las redes sociales y su influencia en el comportamiento del consumidor turístico (Zeng y Gerritsen, 2014;Hudson et al, 2015;Luo y Zhong, 2015), y la también escasa investigación en torno al consumo simbólico realizado por el consumidor turístico (Ekinci et al, 2011;Tham et al, 2013).…”

The Relationship between the Body Image in Adolescent Boys and Girls and the Use of Internet Social Networks

“…Anot Shen ir Khalifa (2010), paaugliai, kurie naudojasi "Facebook'u", čia kasdien susiduria su reklama ir internetine komercija. Taip pasireiškia nuotraukų, vaizdo medžiagos bei komercinio turinio nuolatinė peržiūra, kuri individui sukelia norą pačiam dalytis tokia informacija (Pagani, Hofacker, & Goldsmith, 2011).…”

“…Anot Shen ir Khalifa (2010), paaugliai, kurie naudojasi "Facebook'u", čia kasdien susiduria su reklama ir internetine komercija. Taip pasireiškia nuotraukų, vaizdo medžiagos bei komercinio turinio nuolatinė peržiūra, kuri individui sukelia norą pačiam dalytis tokia informacija (Pagani, Hofacker, & Goldsmith, 2011).Iki šiol skelbti tyrimai nurodo ryšį tarp tradicinės žiniasklaidos pateikiamų kūno paveikslų ir paauglių kūno vaizdo. Vis dėlto stinga socialinių interneto tinklų, ir sutrikusio paauglių, ypač vaikinų, kūno vaizdo tyrimų.…”